By Mads Sæløen, Marlene McCann and Tor Hauk Langseth.
Freia Regia Cococain is a fictional new series of cocoa drinks for young teenagers. Flavored with chili, orange and mint, the main product resembles a bag of cocaine with a bankcard and a straw attached to it.
On the back of the card the user is offered a deal of 20% off the next purchase. Afterwards the card gives a 2% discount per purchase up until a 50% discount is reached. In this way, the user will effectively be "addicted" to the product.
We wanted to appeal to young teenagers by focusing on an aesthetic inspired by energy drinks and how young people might perceive the effect of drugs and narcotics.
At the same time we wanted to make the main product radically distinguished with the category language of cocoa products.
As a side product we aimed for a caffinated ready made white chocolate drink for the teens to grab on the go. It was important not to be mistaken for being "just another energy drink", but something completely new and refreshing.