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Cocio

Danish chocolate milk brand Cocio moves into UK market with help from Dragon Rouge

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By Gillian West, Social media manager

March 17, 2014 | 2 min read

Arla-owned Danish chocolate milk brand Cocio is to launch in the UK with help from global design and innovation business Dragon Rouge.

The agency has worked closely with the brand for a year to refresh its look and feel for the new market.

“Dragon Rouge helped us to really get under the skin of the consumer in the UK market. Their new simple, clean identity really builds on Cocio’s status as an icon in its native Denmark and connects with young urban adults. By really paring back the design, they’ve created a product with real stand out, that stays true to its heritage,” said Sara Robinson, insight manager at Arla.

In order to maximise shelf impact, Dragon Rouge simplified the design by removing the superfluous graphic elements in order to make the brand mark the hero. Silver foil is used in a minimal and effective way as a cue to Cocio’s refreshing nature with the confident and understated packaging design hoping to underpin the brand’s passion for quality.

Dragon Rouge insight and innovation director, Kate Waddell, added: “The brand’s implicit premium, distinctively indulgent yet refreshing taste and iconic identity are perfect for the current market dynamics. Our research with consumers has shown the major potential for the brand in further shaping the renaissance in premium dairy in the UK and in creating very different occasions and experiences within dairy drinks.”

Cocio Classic and Cocio One chocolate milk drinks will be available mid-March from all major retailers nationwide.

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