Moccona wanted Australians to experience its new Liquid Espresso sachets, a convenient way to enjoy café-quality coffee anywhere, anytime. But to stand out in a caffeine-fuelled market, we needed to meet consumers where their coffee cravings were at their peak.

Bring the coffee to the commuters. By intercepting Australians on their way to work, we could turn the daily grind into a moment of connection and discovery – offering a taste of convenience when it mattered most.

We activated a three-week transit sampling campaign across key commuter hotspots in VIC, NSW, and QLD. From Southern Cross Station and Melbourne Central to Greenwood Plaza, World Square, Pitt St Mall, and Queen St Mall, we handed out Moccona Liquid Espresso sachets to morning crowds. Each interaction gave consumers an instant taste of the product’s versatility – hot or iced, anytime, anywhere.

Thousands of commuters got to experience Moccona’s new product firsthand, starting their day with a freshly inspired coffee moment. The campaign not only drove awareness but built real-time product trial and engagement – meeting Australians exactly where their mornings begin.