Chocolate milk brand Cocio promoted through sampling campaign
Arla’s Danish chocolate milk brand Cocio is being promoted through sampling to increase trial and building awareness.
Handled by Space, the activity will see a branded campervan target both Londoners and London-based Scandinavians who have a latent affection for the Cocio brand.
Gareth Turner, senior brand manager of dairydDrinks at Arla Foods, said: “Space’s activity is designed to bring long term impact to the brand through intimacy with an influencer audience. Word of mouth will spread from this core audience through to the wider market, generating interest, trial and broader awareness. It forms part of our entire marketing programme for 2014 that includes further city sampling activities, as well as taking the Cocio campervan on a road trip to university campuses and a festival this summer.”
The campaign takes place through April and May and will be supported through Cocio social media channels.
Jim Carless, head of client services at Space, said: “Our challenge is to bring this established and much loved Scandinavian brand to the UK and share it with a vibrant and creative community. The intimacy that we foster between the brand and its first adopters will be the key to unlock the longer term development of the brand.”
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