Hotel Chocolat, the retailer acquired by Mars in 2023, needed a strategy to grow sales of its Velvetiser device which enables people to make quality drinking chocolate at home. It was important to build awareness and desire for the premium-priced Velvetiser versus imitation products. Aired with C4, advertising initially focused on explaining the device and its sensory appeal. After a cut in budgets and a pivot to radio, the brand returned to TV with a highly-rated creative approach, using generative AI to convey ‘pourable chocolate happiness’ through an eye-catching visual journey. Evidence that communications worked includes uplifts in consideration, increased searches, and sales growth.