Chocomel, the premium chocolate milk brand known for its bold personality and indulgent positioning, is making a major return to screens and streets this summer with the revival of its hit campaign “Sharing Not Required”. Backed by a substantial £3 million investment, the campaign spans from April to September and is set to deliver mass visibility across the UK.
With a refreshed strapline — “Too Tasty to Share” — Chocomel’s campaign embraces the rising consumer trend of treat culture and guilt-free indulgence. The multi-platform push includes prominent placements on VOD channels such as ITV, Channel 4, Sky and YouTube, as well as nationwide cinema advertising and digital Out-of-Home (OOH). The rollout is forecasted to reach 75% of UK adults at least four times, with a strategy focused on visibility near convenience and independent retail outlets to drive impulse purchases.
The creative concept leans into humour and relatability, featuring scenes of solo Chocomel enjoyment — whether relaxing in a bathtub or sneaking a sip in the laundry room. The ads challenge the classic “sharing is caring” message, reinforcing the notion that Chocomel is a personal indulgence best kept to oneself.
“Our 2023 campaign was a game-changer — we saw a 300% increase in brand penetration,” said Jake Rylands, Brand Manager at Chocomel. “The bathtub moment really stuck with people, so we’re building on that success with an even bigger and bolder execution. This isn’t just about grabbing attention — it’s about turning moments of indulgence into lasting brand love.”
In addition to screen media, the campaign features a robust OOH strategy across roadside, rail, and underground spaces, strategically located near point-of-sale locations. Accompanied by in-store signage and depot activations, the campaign aims to boost foot traffic, shopper engagement, and ultimately drive repeat purchases.
With the inclusion of 250ml, 300ml, and 750ml formats in the advertising creative, the brand is also aiming to highlight product versatility and encourage trial across different consumption moments.
Since launching its major ATL strategy in 2023, Chocomel has invested £18 million in brand growth, securing a +225% increase in sales over the past three years. With no signs of slowing, this latest campaign signals the brand’s continued commitment to owning the premium chocolate milk space — and to being a little unapologetic about enjoying every drop.
