Tukan knows: A new brand voice for TOCO

Strategic development of the communication platform, brand character creation, and an integrated 360 campaign for TOCO beverages

In a world of endless choices and shrinking attention spans, TOCO’s challenge wasn’t simply to highlight the natural ingredients or functional benefits of its products; it was to become part of consumers’ everyday decisions. Starting from the insight that people are looking for better choices without the pressure of perfection, we developed a communication platform that doesn’t add to the noise, but instead feels instantly familiar and is something audiences naturally recognize as their own way of thinking.

This insight led to the creation of “Tukan knows” (Tukan zna) together with the development of a brand character that goes far beyond a traditional mascot. The toucan is the one who always knows how to make the right choice when things get chaotic, a simple guide through everyday decisions, and the voice of TOCO’s new communication style. Through this character, we built a system that places the product naturally within everyday life, creating a relationship with the audience through behavior and personality rather than conventional benefit-driven messaging.

The campaign was developed across multiple communication channels, including TV commercials, digital video content, out-of-home advertising, point-of-sale materials, and social media, where the toucan’s personality continued to evolve through relatable everyday situations. The result is a long-term communication platform in which TOCO no longer tells people why it’s a good choice; it simply shows it through the character it has created. Because when there are too many choices, it’s good to have someone who simply knows. And a toucan does!