Our ambition was to challenge the conventional wisdom that consumers will only sample your product and use your branded merchandise if it is handed to them for free. We believed that instead of devaluing the Cocio brand and handing out samples left and right, we should capitalize on 70+ years of brand equity and try to develop a roadshow that both makes Danes open their eyes and pull the mole out of their pockets. Win-win.

Forget about sampling widely. We need to go where the Danes are in the summer, give them a great experience and sell Cocio from the back of a truck.

BEEP-BEEP-BEEP-BEEP…? That’s the sound of a 12-meter-long Cocio truck filled with bottled love backing into the parking lots of summer Denmark and creating a little consumption party.