First Press Coffee

Product Launch Campaign

The Brief:

The exciting arrival of the First Press Black Cocktail Mixer had commenced rollout across Dan Murphy's stores in Melbourne and Sydney.

To kick off the launch and drive product / brand awareness, First Press locked in a 5 week sampling campaign to increase both customer and employee awareness.

Although First Press are no stranger to driving their own brand activations and product sampling events - what they were missing in this instance, was quality staffing solutions and account management for liaising (due to their resources being stretched as far as they can go.)

That’s where we came in. 

The Result:


Across 5 weeks, 20 Dan Murphy stores in Melbourne and Sydney had their shoppers immersed, engaged and educated on the First Press Black Cocktail Mixer by our amazing ACTIV Crew Brand Ambassadors.


Within those 20 x 3-4 hour sessions the overall results for the campaign looked like this:

  • Over 2,600 shoppers engaged

  • Over 1,300 samples distributed

  • Hundreds of feedback comments forwarded to the client

  • Dozens of new FAQ's generated from shoppers and forwarded to the client

  • Extensive feedback from Brand Ambassadors about demographic, busiest times, the shoppers and retail assistants product / brand awareness

This was certainly a very successful product launch and demonstration campaign for First Press Coffee. Sales that occurred during the campaign sessions were definitely a bonus - but the priceless result was the experience that Dan Murphy shoppers received with the First Press Ambassadors and product!

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