7-Eleven Australia wanted to relaunch their chocolate milk by promoting its one unique selling feature. They wanted to tell consumers that it contained real deliciously rich chocolate. With many of the competitive brands containing chocolate flavouring the opportunity existed to differentiate 7-Eleven’s chocolate milk product from the rest of the market.

To promote the chocolate nature of the product a campaign was created that invented the choc-milkoholic – based on the notion of the chocoholic. Posters were put up in 7-Eleven stores brandishing a help line for customers addicted to 7-Eleven chocolate milk. When customers called the help line they heard a recorded message asking them to leave their story of addiction. These messages were turned into radio commercials. The campaign also consisted of testimonial style print ads, a customised chocolate milk 12-step program, an online choc-milkoholic test and a ‘redemption’ card handed out with samples of the product.