MOCCONA LIQUID ESPRESSO

STAFF ACTIVATION BRIEF

STUDIO23 BRAND EVANGELIST GUIDE

CAMPAIGN OVERVIEW

This brief is your go-to guide for the Moccona Liquid Espresso sampling activation. Read it fully before your first shift. It covers everything you need to know about the product, how to prepare it, and how to run each type of sampling activity.

ABOUT THE PRODUCT

Moccona Liquid Espresso is a brand-new product launching in New Zealand in May 2026. It is a premium liquid coffee extract — made from 100% Arabica coffee beans — packaged in a convenient single-serve sachet. Consumers simply tear, pour, and enjoy. No grinding, no brewing, no mess.

KEY FACTS

  • Single-serve sachets — 20 ml each, sold in packs of 8

  • Two flavours: Medium Roast and Caramel

  • RRP: $10.99 for an 8-pack

  • Made from 100% Arabica coffee beans

  • Can be served hot or cold — no cold brewing required

  • Perfect for on-the-go; individual sachets lock in freshness until opened

  • Available in grocery/retail from 1 April 2026

WHY IT MATTERS

Iced coffee is booming, especially with Gen Z consumers aged 18–34. Over 65% of this group drink iced coffee daily. Moccona Liquid Espresso makes it effortless — no fancy equipment, no lengthy prep, just tear, pour, and build your perfect iced coffee in seconds. Our job is to get this product in their hands and show them how easy it is.

WHO WE'RE TALKING TO

  • Age: 18–34 years (Next Gen / Gen Z consumers)

  • Gender: Approximately 55% female

  • Lifestyle: Coffee lovers, iced-coffee fans, convenience-focused

  • Key motivation: They love iced coffee — show them Moccona makes it faster and better

KEY MESSAGES TO SHARE

  • “It's real espresso — made from 100% Arabica beans, not instant granules."

  • "Just tear, pour, add water or milk and ice — done."

  • "Two flavours: Medium Roast and Caramel — try both!"

  • "Available now at your local supermarket — $10.99 for 8 sachets."

HOW TO MAKE MOCCONA LIQUID ESPRESSO  (ICED / COLD)

At the University, during sampling activations, you will prepare and serve the product as iced coffee. This is the primary format we want consumers to experience. Follow these steps every time.

WHAT YOU NEED

  • 1 x Moccona Liquid Espresso sachet (Medium Roast or Caramel)

  • Cold water or Milk of choice — dairy, oat, almond, etc. (approx. 150 ml)

  • Ice cubes

  • A clear plastic cup (for serving)

PREPARATION STEPS

Step 1:  Place ice cubes into the cup — fill to about halfway.

Step 2:  Tear open the sachet and pour the liquid espresso directly over the ice.

Step 3:  Add cold water or milk of choice — dairy or any plant-based alternative works beautifully. Use approximately 150 ml, adjusting to the consumer's taste preference.

Step 4:  Place a lid on top of the cup.

Step 5: Insert a straw to allow people to mix well and combine everything.

Step 6:  Serve immediately. Hand it over with a smile, along with the product brochure.

NOTE:  Always ask the consumer if they have any dietary requirements or milk preferences before preparing. Offer both flavours if stock allows and let them choose. Keep your preparation area clean and tidy at all times.

SAMPLING MECHANICS

There are two distinct types of sampling activation for this campaign. Make sure you know which one you are assigned to before your shift — the setup, approach, and your role differ between them.

STREET SAMPLING  —  SAMPLE + BROCHURE HANDOUT

Street sampling is a fast-moving, high-volume activity. Your goal is to reach as many people as possible, get a sachet into their hands, and leave them with the key information they need to purchase.

YOUR GOAL:

Hand out as many sachets and brochures as possible to the right audience (18–34 year olds). Every interaction should be warm, confident, and brief.

HOW IT WORKS

SET UP -

  • Samples are packed in boxes of 120

  • Place 5 boxes in your trolley along with 6 bundles of brochures

  • You will have a trolley each and will work in pairs.

  • The uniform is a branded t-shirt that can be worn with a long-sleeve shirt beneath, should it be cold. There is a sweatshirt that can be worn, but the preference is t-shirts, as they fit better with the brand.

THE ACTIVATION

  • You will be positioned at a high-footfall location (e.g. city streets, commuter hubs, near gyms).

  • Approach passing consumers who fit our target demographic — young, on-the-go, curious.

  • Greet them warmly and offer a ready-to-make iced coffee sample from Moccona that they can make at work.

  • Hand them a product brochure and a sample sachet to take.

  • Let them know there are preparation instructions on the brochure and sachet, along with social media links to share their recipes.

  • If they have questions, answer them confidently. If you're unsure, don't guess — refer to this brief.

  • Thank them and move on to the next consumer.

KEY THINGS TO REMEMBER

  • Always be friendly, energetic, and approachable — you are the face of Moccona.

  • Do not pressure anyone. If they decline, smile and say "No worries — have a great day!"

  • Keep your stock organised. Track roughly how many sachets and brochures you hand out.

  • Wear your branded uniform at all times.

  • Note any interesting consumer feedback for your report.

We can sample in this area and Cuba Street.

 

UNIVERSITY SAMPLING  —  EVENT-BASED DEMO & SERVE

University activations are event-style, meaning you will be set up in a designated area on campus, making iced coffees for students on the spot. This is a more immersive experience — you have time to engage, demonstrate, and really connect with the audience.

VICTORIA UNIVERSITY LOCATION

HOW IT WORKS

SET UP

  • Branded Trolley for sampling.

  • This contains, samples, brouchures, sampling cups, lids, straws.

  • 2 x Chilli bins for MILK and ICE

  • Photobooth with printer

  • Backdrop for photobooth

  • Illuminated Branding

THE ACTIVATION

  • You will set up the sampling station at the activation within the university or campus grounds.

  • Students approach the activation out of curiosity — draw them in with energy, good music, and great product.

  • Prepare iced coffees fresh for each student right in front of them using the steps in HOW TO MAKE.

  • While preparing, talk them through what you're doing — show them how quick and easy it is.

  • Let them choose their flavour: Medium Roast or Caramel.

  • Hand them their drink along with a sachet to take away and a product brochure.

  • Encourage them to have a photo taken at the photobooth and share on social media — tag Moccona and show off their iced coffee moment.

ENGAGING WITH STUDENTS

  • Ask them: "Do you drink iced coffee?" — almost all of them will say yes. That's your in.

  • Share the story: "This is real espresso — made from Arabica beans, not instant. And it takes 30 seconds."

  • Chat about their coffee habits. Listen. Be genuine — Gen Z can spot inauthenticity immediately.

  • Encourage them to follow and tag Moccona when they post on social media.

STATION SETUP & MANAGEMENT

  • Arrive at least 30 minutes before activation starts to set up your station.

  • Ensure your preparation area is clean, branded, and fully stocked before opening.

  • Manage queues calmly — if it gets busy, keep the energy fun and the wait short.

  • Track the number of serves completed and which flavour is most popular.

  • Do not leave the station unattended. If you need a break, coordinate with your team leader.

  • Pack down and clean up thoroughly at the end of the activation.

NOTE:  University activations are our biggest opportunity to connect deeply with Gen Z. Go in with energy, be curious about their coffee habits, and make every interaction memorable. The goal is not just to hand out product — it's to create a moment they want to share.

REPORTING & FEEDBACK

At the end of every shift, you need to fill in the report below. Please track the following throughout your activation:

  • Number of one-on-one consumer interactions

  • Number of sachets distributed (by flavour — Medium Roast vs Caramel)

  • Number of brochures handed out

  • Estimated age range and gender split of consumers you spoke to

  • Notable consumer feedback — positive comments, questions, or concerns

  • Any issues or observations about the location or setup

Your feedback matters. It shapes how we run the next activation, so be thorough and honest.

 CLICK HERE TO GO TO THE REPORT: https://www.surveymonkey.com/r/KWX7FPZ

QUICK REFERENCE CARD

  • Keep these facts at your fingertips during your shift:

  • Product: Moccona Liquid Espresso — real liquid coffee extract, 100% Arabica beans

  • Flavours: Medium Roast | Caramel

  • Pack size: 8 x 20 ml sachets  |  RRP: $10.99

  • Hot or cold? Both! But we're sampling it iced.

  • Prep: Sachet over ice → cold water → milk of choice → stir/shake → serve

  • Target audience: 18–34 year olds, iced coffee lovers

  • Key message: Real espresso, 30 seconds, no equipment needed

  • Social: Encourage sharing on social media — tag Moccona!

 

Questions? Speak to your team leader before your shift.

Thank you for representing Moccona — let's make this launch amazing.