Launching Ārepa’s Uplift: A New Kind of Brain Boost
Longstanding Common Ground client Ārepa returned with a fresh brief - spread the word about Uplift, their first new Brain Drink⁺ formulation since launching publicly in 2017.
With a delicious new peach and ginger flavour and signature caffeine-free formulation, Uplift continues Ārepa’s mission to create brain-fuelling solutions for life’s most important moments, helping people stay sharp throughout the day.
We were tasked with building awareness for the launch, introducing the product to both existing fans and new audiences. We also executed a targeted gifting round to media and tastemakers, supporting organic buzz and early product trials.
Results: Natural Energy, Nationwide Cut-Through
We secured high-impact earned coverage across lifestyle, wellness, consumer and industry outlets, reinforcing Ārepa’s science-backed credentials while amplifying curiosity for the new drink.
Coverage highlights included features in Newstalk ZB, Good Magazine, Viva, NZ House & Garden, Metro, Urban List, Fashion Quarterly, Food Ticker, Inside FMCG, Supermarket News, Food Technology News NZ and more.
By spotlighting the fact that this was Ārepa’s first new flavour since 2017, we helped convey the newsworthiness of this launch - all while reinforcing the company’s science-led ethos, a timely reminder that every sip they create is designed to make brains work better.
