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Cocio samples to London’s ‘young influencers’

Tuesday April 8, 2014 at 2:36pm
Danish chocolate milk brand Cocio is running a sampling campaign across London, with a custom decorated campervan and brand ambassadors dressed in retro East London style targeting the capital’s ‘young influencers’. 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 the influencer audience. The programme has been created by integrated agency Space, lead below-the-line agency for Cocio, which is owned by dairy company Arla. Space has been tasked with delivering a summer-long programme of initiatives aimed at building brand intimacy through trial and building awareness. Cocio is a chocolate milk drink made of three natural ingredients served in a glass bottle, created in 1951 in Denmark. The product promotes a feel-good message and can be enjoyed at any time of the day by those who fancy simple, spontaneous enjoyment. Space’s strategy has been to focus communications around influencers on the basis that brand intimacy will be achieved through peer recommendation, face-to-face and online. The campaign kicks off with sampling activity for the newly launched drink targeting young, fun-seeking, spontaneous influencers based primarily in Central and East London. Activity also targets 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. The campaign takes place through April and May and will be supported through Cocio social media channels, including @cociouk, where conversation about the brand will be seeded and spread. Gareth Turner, senior brand manager, Dairy Drinks at Arla Foods, says: “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.”
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