Cocio runs experiential activity at Bestival
Thursday September 4, 2014 at 4:45pm
Danish chocolate milk brand Cocio is targeting Bestival-goers with an experiential campaign designed to drive trial and increase awareness and engagement with the brand. The activity, led by integrated agency Space, kicks off today (Thursday) and runs for the duration of the four day event. Cocio, created in 1951 in Denmark, is a chocolate milk drink brand made of three natural ingredients (cocoa, milk and sugar) served in a glass bottle. The product promotes a feel-good message of simple uncompromised enjoyment to be savoured at any time of the day. Space has created a 300-person capacity venue at Bestival where Cocio will be offering young, fun-seeking festival goers ‘unforgettable moments’, including bespoke interactive theatre experiences and live acoustic performances along with product sampling. The Cocio area and activities will be open daily from 10am-9pm, and has been designed to provide festival-goers with a relaxed, entertaining setting. The Cocio area includes an undercover structure, stage and seating, designed to complement the relaxed Bestival vibe. Oil drums serve as tables with wooden pallets and corrugated iron panels as informal chairs, both discretely branded to enhance the Cocio experience. Cocio is encouraging festival-goers to share their ‘unforgettable’ moments on a chalkboard – ideas will be picked by an illustrator who will recreate them on the board in a quirky, graphic style throughout the day. Each day, interactive theatre experience company Gideon Reeling will create scenarios based on comments shared on the chalkboard. Surprise acoustic performances from musicians playing elsewhere at the festival will be taking place at the Cocio area each day, to be revealed at the time of the event. The Cocio vintage campervan in the Cocio Classic brand colours of yellow, red and brown will also make an appearance offering passers-by samples of the product and enticing them into the space. The experiential activity will be supported through Cocio social media channels, including @cociouk, where conversation about the brand will take place using the hashtag #NOTHINGBUT. Gareth Turner, senior brand manager, dairy drinks at Arla Foods, says: “This summer we’re continuing to build awareness of Cocio through a range of events designed to build intimacy between the brand and our target consumers. Having a presence at Bestival was a natural fit for Cocio which is all about helping create and share moments of spontaneity with friends.” The Bestival activity marks the next stage of a summer-long programme of initiatives by Space for Cocio, aimed at building brand awareness and intimacy through trialling initiatives.