We’ve all had a winter’s evening where we’ve been chilled to the bone and been glad to get to our destination to enjoy some warmth. That’s the feeling that Danish brand Cocio aims to convey to Gen Z consumers as it promotes its hot chocolate drink as a social beverage, as well as an antidote to the cold.
Created by Arla Food’s in-house creative agency The Barn, the “A Tribe to Die For” campaign features a group of frozen guests (and their frozen dog) who—revitalized on their host’s couch after a cup—are able to enjoy their evening together.
“A sip of Cocio elevates good moods by refocusing on who you’re with, not what you’re doing” is the communications platform the campaign has been developed around.
Directed by Anders Bundgaard, the 30-second TV and cinema campaign aims to make the brand’s hot Cocio beverage a hero with which to fight the cold temperatures. The quirky feeling of the campaign aims to convey the brand ethos while offering a visual hook that will create cultural engagement for the audience.
Explaining the concept behind the campaign, Louise Swift, head of brand for Cocio at Arla Foods, told Adweek that being part of a tribe meant “standing up for each other and Cocio is the brand that reminds you of that.”
She continued to highlight why the campaign features a group of friends who will “do anything” for each other: “They have the same fashion, practice the same habits, think the same things and their level of self-consciousness is not to be mistaken by! But what happens, when the world acts out and something unexpected occurs, when a WTF moment marks a scratch in the surface and leaves them with a sip of a moment to decide, how to handle a bump on the road? Cocio is your reminder, that even the most unexpected situations calls for connection and standing up for your friends. With a tribe to die for, you always keep the good moods flowing.”
Released on February 7, the key regions of focus for the campaign are Denmark and Sweden (where the brand is known as Pucko) with some tactical executions in U.K. and Norway too.
Activity supporting the hero ad includes out-of-home execution, YouTube and skippable 30-second pre-roll and a non-skippable 20-second pre-roll version of the ad. The skippable version asks viewers to click “skip” when they think the hot chocolate on the screen is hot enough and “perfect.”
Social media activity will also appear through Facebook and Instagram, TikTok and Snapchat through paid and owned media, while sampling in key cities and key student locations will also take place.
The initial campaign will run until April 4 but will evolve as the warmer summer weather appears to promote chilled Cocio and movie streaming.
CREDITS:
Crew
Director: Anders Bundgaard
DOP: Kasper Wind Nielsen
1st AD: Tue Czajkowski
B-foto: Peter Topsøe
Grip: Magnus Ohmsen
Gaffer: Tobias Juhl
Best boy: Peter Junker Sørensen
Electrician: Andreas Bruun Thorsted
Assistant: Sebastian Juhl
DIT: Bo Sejerø Jensen
Scenograf: Anne Gry Skovdal
Props: Oskar Arnfred
Props: Johan Dandanell
Props runner: Nanna Damsgaard
Stylist: Pernille Holm
SFX make up: Henrik Steen and Stephanie Brix
SFX dog and props: Hans Peter Ludvigsen
SFX snow: Spectre v/ Christian Schandorrf
Location scout: Anders Giversen
Production manager: Lina Bach
Production assistant: Alla Lydholm
Runner: Asbjørn Nonbøl & Benjamin Crisp
Client – Cocio
Brand Team: Tine Kærgaard Knudsen and Louise Swift
Agency – The Barn (Arla foods inhouse agency)
Creative: Kristina Maria Qualmann,
Creative: Philip Jensen
Creative Director: Anne Schourup-Kristensen
Producer: Line Jonasson Barreth
Planner: Jeppe Fischer-Mogensen
Account Lead: Jais Holm Skylvad
Project Manager: Camilla Seidelin Schou
Media Strategist: Mathias Kjær
Media Buyer: Mads Andersen
VFX: Emil Kahr
Post production:
Larsen VFX
Editor: Jimmy Falinski
Digilab/online: Daniel Malm Bruun
Social media editor: Kasper Maarbjerg
Grade: Kaj Ivanovic
VFX: Oliver Alsbjerg Wolff & Raul Montenegro
Musik & sounddesign: Miccel Mohr
Post producer: Vibeke Larsen
