Mococa redesigns Mocoquinha’s formula and packaging
Mococa has introduced a redesigned version of Mocoquinha, a single-serve chocolate-flavoured dairy drink sold ready to consume. The relaunch changes both the product’s recipe and its packaging, marking the first major update to an item associated with the company’s oldest mascot, created in the mid-1950s.
The new 200ml container can be kept unrefrigerated before it is opened. Mococa said this allows the drink to be carried in lunch boxes, handbags and backpacks. The suggested retail price is R$1.39, and distribution is planned throughout Brazil.
The company’s institutional blue now dominates the package, while brown identifies the chocolate flavour. Mocoquinha’s name appears more prominently at the top beside the manufacturer’s name. Information has also been rearranged into blocks highlighting the messages “new recipe”, “very tasty” and “a source of vitamins A and D”.
The reformulated beverage is intended to provide more flavour and creaminess while retaining vitamins A and D. The mascot, now called Vaquinha Mococa, was redesigned by BIG, a global animation production company with about two decades of experience, working with Mococa’s marketing team.
In the updated design, the character stands on four legs and is presented with behaviour closer to that of a household pet. The changes include a pink nose, younger-looking lines and a collar carrying an “M”-shaped pendant. Mococa said the relaunch is intended to reconnect the product with family routines and shared mealtimes, while encouraging trial and consideration for snacks consumed at home or elsewhere.
The campaign uses the slogan “Open the Muuundo with Mocoquinha” across the brand’s digital channels, linking the product with imagination and family play. Mococa, founded in 1919, describes itself as a Brazilian dairy company with 107 years of history and a leading position in the country’s condensed dairy-mix category. Its portfolio contains 22 products for retail and food-service customers, and the company exports to more than 15 countries.
