Arla-owned Danish chocolate milk brand, Cocio, is getting the product into consumer’s hands this summer with its nationwide city centre sampling tour kicking off this weekend in London. Throughout a two month, 60-date experiential campaign Cocio will visit up to 20 UK cities with the aim of growing awareness for the brand and encouraging trial amongst its key young influencer audience.
The campaign has been designed and developed by creative agency Space with the aim to build intimacy between the brand and the consumer by influencing purchasing decisions.
The tour will include Cocio’s vintage VW campervan to create brand visibility when driving up and down the country offering consumers the great taste of Cocio. Space aims to distribute 100,000 full-sized chilled bottles of Cocio Classic to impact immediate behaviour through a purchase incentive; a 50p off coupon which can be redeemed at all stocked UK retailers.
The tour will be amplified through Cocio’s social channels, including Twitter and Instagram to gain brand exposure and reach a broader audience beyond those reached by the sampling. Social media will also be used to engage Twitter followers who request the product.
Frank Mountain, senior brand manager at Cocio said: “Cocio is still a relatively new entrant to the UK market, so there is no substitute for getting out and about so that people have a chance to try the drink for themselves. Space understands our audience brilliantly and has designed a fantastic campaign that stands out and engages them to create greater depth to the relationship.”
David Atkinson, managing partner at Space added: “Cocio has established a great reputation with drinkers for its unpretentious yet confident brand communications. With this campaign, we’re finding the right audience in the right place at the right time; and serving them the great taste of Cocio with an added incentive to drive repeat purchase.”
Cocio is a chocolate milk drink made of just three natural ingredients; milk, cocoa and sugar. The product is baked and served in a premium glass milk bottle. The brand was first produced in Esbjerg, Denmark in 1951.