Launching Cocio – a Danish Icon

Launching an established icon into a new market is a tricky business. Understanding Cocio’s heritage, its personality and how it fits with consumer attitudes has been critical in creating a compelling proposition to go to market. Translating this into a new look and feel that builds on the brand’s classic cues has been Dragon Rouge’s challenge.

For almost year, Dragon Rouge has been working closely with the Cocio team to refresh the brand, building on its iconic status, appealing to new drinking moments, whilst also creating powerful standout on shelf.

Cocio has always taken pride in its unique and great taste so unlike any other dairy drink. Its natural and quality ingredients work together to create a refreshing product experience that adds enjoyment to many different occasions. The brand has both style and substance, perfect for our target audience of young urban adults who like to live life to the full.

In order to maximise Cocio’s impact on shelf and celebrate the brand’s iconic status, Dragon Rouge pared back the design, removing superfluous graphic elements allowing the brand mark to be the hero. Silver foil is used in a minimal but effective way to cue premium and refreshment. This confident, premium and understated packaging design underpins the Cocio’s passion for quality.

Kate Waddell, Insight and Innovation Director at Dragon Rouge says: “We’re thrilled to be a part of refreshing the classic and iconic Cocio brand’s positioning and identity and helping in launching it in the UK market. 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.”

Sara Robinson, Insight Manager at Arla says: “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.”

Both Cocio Classic and Cocio One chocolate milk drinks will be on sale in major retailers from mid March.

Source: Dragon Rouge