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Moccona Experiential Campaign 




Moconna wanted to launch their new ready to drink ice brew coffee range to Young Australians and to have them “experience coffee like never before”. The role was announce the new product, educate the market, provoke participation and encourage social sharing.


To do this, we ran a multi day sampling campaign across Tasmania, Sydney & Brisbane, across 5 weeks, with specially trained brand ambassadors sampling thousands bottles of Moccona Ice Brew in high traffic locations.

Then on a scorching hot summer’s day we dropped a giant ice block in the middle of one of Sydney’s most iconic locations, Bondi Beach.

With over 30,000 people on the beach that day, our giant ice block definitely raised intrigue, with many people keen to investigate what was going on.

Our brand ambassadors helped deliver ice cold, refreshing samples to consumers from a bar area, as well as roaming trays, educating activation attendees on the new product, its flavours & USPs.

A hidden 180 photo experience inside the ice block captured icy gifs which were sent directly to our participants phones for them to share on social. They were further rewarded for social engagement with a branded Moccona towel, perfect for the beach on a hot, sunny day.



bottles sampled


sampling locations including


EPIC ice block/photo booth on Bondi Beach


total impressions from the photo booth