MOCCONA + PROTEIN

STAFF ACTIVATION BRIEF

Studio23 Brand EVANGELIST Guide

CAMPAIGN OVERVIEW

Moccona is launching a NEW range of café-style coffee mixes with added protein.

This activation is designed to introduce consumers to a product that delivers both great coffee taste and functional benefits in a way that feels approachable, energetic, and relevant to everyday lifestyles.

Our role is to:

  • Drive product awareness

  • Encourage product trial

  • Communicate the +10g protein benefit

  • Show the versatility of the product hot or iced

  • Create positive one-on-one engagement with consumers

This is not a “gym junkie” product.
The target audience includes everyday active consumers looking for convenient products that support busy lifestyles, energy, wellness, and daily routines.

PRODUCT OVERVIEW

Moccona + Protein

Available in:

  • Latte ( not available in New world and Pak N Save in the South Island)

  • Caramel Latte ( Nationwide)

Key Product Benefits:

  • +10g protein per serve

  • Café-style taste

  • Can be served HOT or ICED

  • Easy to prepare

  • Great for busy lifestyles

  • Multi-serve format

  • Convenient daily coffee option

This is the first mainstream instant coffee product in grocery combining café-style coffee with added protein.

TARGET CONSUMER

Consumers aged 18–39 who:

  • Enjoy coffee

  • Live active lifestyles

  • Are health and wellness conscious

  • Want convenient daily nutrition

  • Are interested in protein benefits

  • Are not extreme fitness fanatics

Consumers may include:

  • Gym goers

  • Walkers and joggers

  • Pilates and wellness consumers

  • Busy commuters

  • Shoppers looking for healthier alternatives

KEY MESSAGES TO COMMUNICATE

During conversations with consumers, focus on:

  • “It has +10g of protein per serve.”

  • “You can enjoy it hot or iced.”

  • “It tastes like a creamy café-style coffee.”

  • “It’s quick and convenient.”

  • “Perfect for busy mornings or on-the-go lifestyles.”

  • “A simple way to add protein into your daily routine.”

Keep conversations natural and conversational.
Do not sound scripted or overly sales focused.

ACTIVATION STYLE

The activation should feel:

  • Friendly

  • Approachable

  • Energetic

  • Modern

  • Lifestyle focused

We are NOT positioning this as:

  • Hardcore fitness

  • Bodybuilding

  • Sports supplements

  • Elite wellness culture

The brand tone is:

“Less gym bro energy, more everyday active lifestyle.”

STAFF EXPECTATIONS

We expect all Brand Ambassadors to:

  • Be proactive and engaging

  • Smile and acknowledge passing consumers

  • Invite consumers over confidently

  • Keep the activation area clean and professional

  • Maintain energy throughout the shift

  • Represent Studio23 and Moccona professionally

Strong engagement creates stronger results.

UNIFORM

Please wear:

  • Studio23 approved uniform

  • Clean black pants for Male, girls can wear plain black sports leggings

  • Clean black shoes/sneakers

Uniform must be:

  • Clean

  • Presentable

No visible branding from other companies.

EQUIPMENT CHECKLIST

Ensure you have:

  • Demonstration table

  • Table wrap

  • Header card and poles

  • Product stock

  • Sample cups

  • Measuring Spoons

  • Mixing spoons

  • Tongs

  • Airpot

  • Glass jugs

  • Cleaning cloths

  • Gloves

  • Ice and Ice Bucket

  • Milk

  • Reporting link access

Check all equipment before leaving home.

BEFORE YOU ARRIVE

Before your shift:

  • Read the full activation brief

  • Review reporting requirements

  • Know your location

  • Check parking arrangements

  • Ensure you understand setup requirements - put the table up at home so you know how to set it up

  • Ensure you have your store induction certificate with you

IN STORE / ON SITE PROCEDURE

When arriving:

  • Introduce yourself to store management - we should have a contact name for you

  • Show them your Moccona product to make sure they have sited this so there is no confusion that it is ours to make the samples, and we are not using their store stock

  • Sign in where required - there will be a sign in book for New World and Pak N Save

  • Log ingto the Woolworths app when you get to store - app is on your phone

  • Confirm setup position

  • Confirm access to hot water and ice if needed

  • Keep all equipment tidy and out of public walkways

Your activation space should always look:

  • Premium

  • Clean

  • Inviting

  • Organised

TABLE SETUP

Set up the table exactly as trained - this is as per the photo on the brief:

  • Ensure wraps are aligned correctly

  • Header card straight and secure

  • No empty boxes visible

  • Product facing forward neatly

  • Sampling area clean at all times

  • Use stock that you were given to make the samples

  • Put stock from the stores shelf and put on your table for a display but also to give to the shoppers to purchase this at checkout

  • Do not get our demo stock and store stock mixed up - ask the store if they have a sticker and if not as alot of stores don’t now you can place a mark on the box thats ours

  • Ensure you know the pricing



SAMPLE PREPARATION

Prepare samples fresh throughout the shift.

Consumers can try:

  • Hot preparation

  • Iced preparation

You may explain:

  • Water or milk can be used for iced coffee

  • Product is designed for flexibility and convenience

Preparation standards:

  • Keep all serving equipment clean

  • Maintain safe food handling practices

  • Never leave samples unattended

  • Remove samples if stepping away from the table

No samples are to be offered to children under 16 years old.



MECHANICS

  • Take everything into the store from your car - put all this into a trolley and go to the customer service desk and ask for your contact

  • After you have introduced yourself and signed in as the Grocery Manager / Contact person, the system will show you where to set up

  • Make sure they see your demonstration stock, so there is no mix-up with their store stock

  • Ask them where you can get the ice and hot water from - most deli’s in the stores will give you ice to put in your ice bucket

  • Set the table up as per the photo

  • When the table is up, go and get some product off the shelf in the store to put on your table for display, so that shoppers can take it and purchase it at checkout - this will save them going back to the aisle

  • Then go and get the hot water for your Air pot and ice for the ice bucket

  • Place this on your table

  • Purchase some milk - One Litre of Blue top and One Litre of Almond milk - keep the receipt with you, and please send me a copy so we can reimburse you

  • Place the sample cups and 3 of the glass jugs on the table ( you have another glass jug for the hot samples, as you will alternate the flavours, also another glass jug for the almond milk to make iced coffee if anyone - keep these 2 under the table till you need them )

  • You will do one glass jug to make hot samples (we will do one flavour at a time for the hot and on demand, so wait till someone asks for a hot and then make it )

  • You will do one glass jug for the Caramel Iced and one glass jug for the Latte

  • Scoop 3 tablespoons of the Moccona + Protein Caramel into one jug, add ice and 150ml of milk, and stir

  • Scoop 3 tablespoons of the Moccona + Protein Latte into one jug and add ice and 150ml of milk, and stir

  • You can tell the shoppers we can do a hot sample and make the first jug on demand, as it won’t stay hot for too long. Do the same, 3 tablespoons of Moccona + Protein and add 150 ml of hot water

  • Alternate the flavours when making the hot samples, start with one flavour and then, when that’s finished, do the other

  • From the jugs, pour small samples into the sample cups. The hot samples will be in the black or white cups, and the iced samples will be in the clear cups. This is only a sample, so approx 1/4 full of the cup

  • You can pour the samples when the customer wants one, don't pre-pour

  • Chat to the shoppers and invite everyone to have a sample that comes near you - don’t wait for them to come

  • Talk about the product and tell them the price, and they can take a tin off the table for purchase at checkout if they wish

  • Keep everything under your table that you are not using - make sure you have 120 cups with you for each shift and 2 tins of each flavour

  • Some of you are doing more than one demo, so you won’t need to take all the cups, etc. that you have been sent every day; only take the daily amount

  • Have a 10-minute break and make sure there are no samples on the table

  • Wash the glass jugs either before or after your break, and start the samples again

  • Start packing up 15 minutes before your shift ends, for example, if your shift finishes at the scheduled time of 3.30 - pack up at 3.15

  • Sign out of the store

  • Fill the report out in the car

CUSTOMER ENGAGEMENT

Your role is to create conversation and encourage trial.

Suggested approaches:

  • “Would you like to try the new Moccona + Protein?”

  • “It’s got 10 grams of protein per serve.”

  • “You can have it hot or iced.”

  • “It’s designed for busy active lifestyles.”

  • “Which flavour would you like to try?”

Keep interactions:

  • Relaxed

  • Friendly

  • Genuine

  • Informative

WHAT GOOD LOOKS LIKE

Great Brand Evangelists:

  • Engage consistently

  • Stay off phones

  • Keep energy high

  • Invite people into conversation

  • Maintain eye contact

  • Keep the table looking premium

  • Know the product benefits confidently

REPORTING REQUIREMENTS

You will be required to report:

  • Samples distributed

  • Consumer interactions

  • Consumer feedback

  • Estimated age groups

  • Estimated gender split

  • Product preference by flavour

  • General feedback and observations

Take note of:

  • Product pricing

  • Consumer comments

  • Sales activity where possible

All reporting must be completed the same day as the activation.

FILL IN YOUR REPORT HERE: https://www.surveymonkey.com/r/FFVRT3D

HEALTH & SAFETY

Please ensure:

  • No trip hazards around activation

  • Hot water handled carefully - make sure the airpot is on lock when getting this back to the table and on lock when not in use

  • Samples never left unattended

  • Equipment packed safely under the table

  • Area kept clean and dry

If you leave the activation space:

  • Remove all open samples from the table

This is a strict requirement.

PACK DOWN

At the end of the shift:

  • Return store stock neatly that was on display on your table

  • Clean all equipment

  • Pack all activation materials correctly

  • Dispose of rubbish responsibly

All unopened stock must be returned unless instructed otherwise - this is at the end of all your shifts

FINAL REMINDER

This activation is about:

  • Creating awareness

  • Driving trial

  • Starting conversations

  • Making Moccona + Protein feel relevant to modern lifestyles

Energy, presentation, and engagement matter.

Make the activation impossible to ignore.

Activation Training Starts Here

WELCOME TO PROMOSTAFF

At Promostaff, we make it easy for you to feel confident, prepared, and supported on every activation. This portal outlines everything you need to know to get started and succeed on shift.

Before each project, please open the Activation Briefing at the top of the page and read it carefully. It contains all key details for the activation, including expectations, key messages, and logistics.

Within the briefing you’ll also find a Reporting Link. Please review this in advance so you know what information needs to be captured during your shift. This report must be completed at the end of each day worked, as it is required for payment to be processed.

You’ll also find important information below regarding contacts, pay procedures, and required documentation.

If you haven’t already, please contact Promostaff to set up your profile. As part of this process, you’ll be asked to submit an IR330C using the link provided below.

If you have any questions at any stage, our team is here to help — just get in touch.

Click on the Tabs below