Client: Social Smiths
Brand: Arepa
Industry: Beverage
Campaign: Arepa Sampling Activation
Locations: Christchurch & Auckland
Dates: 27–29 March

Objective

The goal of the campaign was to build strong brand awareness for Arepa, educate consumers on the product's unique benefits and drive trial through sampling. As a neuroscience-backed beverage, the focus was on helping people understand what the product does and how it supports mental clarity and performance.

Success for the client looked like increasing awareness of the brand, ensuring consumers understood the product's purpose and making sure people knew where they could purchase it. While there were no strict numerical KPIs, the emphasis was on maximising engagement, encouraging as many people as possible to visit the stand and driving product trials.

The Challenge

Arepa presents a unique challenge as a premium, neuroscience-based product with a higher price point than standard beverages. Many consumers are naturally sceptical of functional drinks, especially those with complex ingredients and cognitive claims. This required brand ambassadors who could confidently communicate detailed product information in a simple, relatable way. They needed to overcome hesitation, handle rejection and shift consumer behaviour from familiar choices like coffee to trying something new.

Additionally, the role demanded resilience and strong interpersonal skills as ambassadors were engaging a high volume of people in busy event environments.

Our Solution

We deployed a team of four experienced brand ambassadors across the campaign. Each ambassador was carefully selected for their ability to confidently engage with the public, communicate complex product benefits and drive sales.

Our services included:

• Providing skilled brand ambassadors with strong sales and communication experience
• Delivering detailed product briefings to ensure full understanding of Arepa's ingredients and benefits
• Preparing the team to confidently educate consumers and handle objections

The team's key strength was their ability to translate a neuroscience-based product into clear, engaging conversations that resonated with everyday consumers.

Execution

The campaign took place across two major events: the New Zealand House & Garden Show and the Food Show.

At the Food Show, the focus was on driving sales, with ambassadors actively promoting and selling the product to attendees.

At the House & Garden Show, the approach centred on sampling the brand's new range and educating consumers on the product. Ambassadors distributed samples while engaging consumers in conversations about the product's benefits and how it differs from typical beverages.

Throughout the campaign, ambassadors:

• Proactively approached and engaged event attendees
• Educated consumers on the product's neurological benefits
• Encouraged sampling and trial
• Handled objections and built trust with hesitant customers

A standout moment was the team's ability to quickly grasp the product and confidently communicate its value. Their energy, adaptability and strong product knowledge allowed them to create meaningful interactions and leave a lasting impression on consumers.

Results

• Four brand ambassadors deployed across Christchurch and Auckland
• High levels of consumer engagement across both events
• Strong product trial through sampling and direct sales
• Positive client feedback on staff performance and professionalism
• Successful increase in brand awareness and consumer understanding of Arepa

The campaign demonstrated that with the right talent, even complex, premium products can be effectively communicated to the public. By combining strong product knowledge with confident, engaging delivery, the team was able to build trust, drive trial and elevate brand presence in a competitive event environment.

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