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Dragon Rouge

Boutique Agency | Shanghai

“Qoo”! The Taste of Childhood

Qoo is a fun, delightful and tasty juice brand by Coca-Cola that has accompanied the Post-80s Chinese generation throughout their growing up years.

As the years went by, Qoo’s consumers have grown up and they now have their own families and children. In the summer of 2016, Qoo wants their original consumers to relive their own childhood memories and share the experience with their own children. Thus, “Taste of Childhood” was created for the Post-80s parent to reignite their own nostalgia and create new memories with their kids.

In China, summers are hot and humid, and parents are looking to keep their kids entertained. Our main idea focused on the mother and child relationship and activities that complement and enrich that bond. We designed the new packaging to feature Qoo in the various activities that parents could enjoy together with their kids. The activities were designed to allow the children to experience something beyond their capability, which was in line with the Qoo personality of always trying something fun and new. Activities bring the parent and child together to do something fun, engaging and hands on. The packaging itself depicts the Qoo character delighting in each activity and provides a QR code for parents to scan and download the DIY art/cooking/creative ideas to interact with their child and engage them through the summer months.