Space launches experiential campaign for chocolate milk brand Cocio

Agency Space has devised the first UK campaign for Danish chocolate milk brand Cocio, with targeted sampling around the streets of London.

Space hits the streets with sampling activity for chocolate milk brand Cocio
Space hits the streets with sampling activity for chocolate milk brand Cocio

The activity, which kicked off yesterday (7 April), aims to generate intrigue around the brand among its target audience of young, fun-seeking, spontaneous influencers based primarily in central and east London. 

Activity is also targeting London-based Scandinavians who have a latent affection for the Cocio brand. Both audiences are being encouraged to drink the product and share the news that the brand has now arrived in the UK.

A crew will tour the streets in a campervan, distributing Cocio and seeding the brand to target audiences. Distribution areas have been selected with the influencer target in mind – areas where they live, socialise, work, and spend time with friends. Certain locations have also been selected for their proximity to Scandinavian events and experiences that already attract that influencer audience.  

The campaign takes place throughout April and May and will be supported through Cocio social media channels. Additional campaigns will include further city sampling activities, as well as taking the Cocio campervan on a road trip to university campuses and a festival this summer.

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."

Cocio, owned by dairy company Arla, is a chocolate milk drink created in 1951 in Denmark. 

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