Bigger. Crazier.

It’s a long-held tradition in the Netherlands, the Chocomel December Letters. Bigger and crazier every year.

We were happy when this briefing came in again. Together with other agencies, we worked on an integrated but most of all very BIG idea. It wasn’t mind-blowing, but most great ideas aren’t mind-blowing but just simple and impactful. Why do people like the Letters? It’s because they can make words with the letters and in this campaign we wanted to encourage everyone to do just that! 

Say it with Chocomel 

The consumer did a great job last year, using all those letters to make the craziest words. This year we’re playing the game too: not only the cartons, but the whole family of cans, mini-cartons and bottles have a letter. And you can say some pretty awesome things with that.

Self Awareness

We stimulate the consumer to create words by adding self-awareness. By calling things as they are. A painting on the shop floor depicts Chocomel Letters spelling the word ‘painting’. A brilliantly distinctive campaign. Simple and fun, just like Chocomel.

The one and only Chocomel boat

The Chocomel boat is truly Chocomel. A unique shop floor activation which has stores asking in summer if it’s happening again. Of course it is. Because the boat sells. From a 10m mega boat in Makro supermarkets, to a smaller form for supermarket retailers like AH and Jumbo. Scalable and easy to set up in every supermarket. And as part of the concept, ‘PAKJESBOOT’ (‘parcel boat’, it’s Sinterklaas after all!) spelt out on the boat.

To create even more atmosphere in the store, this year we introduce the Open Fire displays. Cosiness, a roaring fire, yummy Chocomel. We developed a new twist to the standard RAD display. A fireplace with real ‘fire’ filled with loads of Chocomel Letters, for extra sales, naturally.

In addition to the shop floor, we extended this campaign to OOH, print and food service. Part of this included announcing the Chocomel Letters in cans and PET form in Petrol. And not to forget, the brilliant social media campaign and TV commercials about the Letters, with thanks to AFOM.