Bauer Media Outdoor kicks off a jaw-dropping campaign at Antwerp Central for Chocomel (formerly Cécémel)

From June 22 to July 5, Bauer Media Outdoor is putting the spotlight on Chocomel, the iconic Belgian chocolate milk brand formerly known as Cécémel. For the occasion, Antwerp Central Station has been decked out in the brand's famous yellow and brown colors, dominated by a giant 3D chocolate milk carton suspended above the elevators. It is a powerful visual experience, designed to reassure those feeling nostalgic for Cécémel.

After 77 years of success on the Belgian market, Cécémel is making way for Chocomel with an out-of-the-box campaign led by Urban Media, the creative division of Bauer Media Outdoor. It is in the heart of Antwerp Central that Urban Media brought this campaign to life with a jaw-dropping, immersive setup.

This activation completely wraps the elevator walls (Wrapped Elevator Walls XL) and features a giant 3D Chocomel carton that appears to be pouring chocolate milk onto the floor.

Thanks to this creative campaign, the brand is successfully showcasing its iconic product under its new look in Belgium.

Gaël Nyssens, Head of Urban Media, explains:

"This campaign demonstrates the sheer power of OOH in supporting such a major identity shift. By taking over a high-traffic location like Antwerp Station, outdoor advertising provides Chocomel with unmissable visibility and immediate impact, effectively anchoring this new name in the minds of Belgians."

The campaign is the result of a collaboration between FrieslandCampina, Billups, Publicis Groupe, Urban Media, and Bauer Media Outdoor, with one absolute priority: reminding consumers that nothing has changed but the name.