In a bold blend of brand activation and social savvy, Kopiko Focus Coffee pulled off one of the most unexpected and appreciated finals-week surprises in Los Angeles: free gas. Yes, actual free fuel for students’ cars, courtesy of a coffee candy that promises to fuel your brain.
But this wasn’t just a gimmick — it was the perfect way to introduce a game-changing product.
For decades, coffee has only been consumed as a liquid. Kopiko Focus Coffee is changing the way people consume caffeine. Made from 76 volcanic coffee beans, just two pieces deliver the same caffeine boost as a cup of coffee. That’s 80mg of natural caffeine, in a sleek, sugar-free, spill-proof format. It’s coffee, but harder. And it’s changing the way consumers think about focus, energy, and everyday performance.
The “Fuel Your Focus” campaign, launched recently at a gas station near UCLA, was designed to take the pressure off college students during finals season. As students rolled in expecting to top off their tanks at their own expense, Kopiko Focus Coffee reps were there to cover the bill and hand out their functional coffee candy for an added cognitive boost.
The brand chose a gas station for a reason: because driving requires focus. Moreover, liquid coffee isn’t always practical behind the wheel. Kopiko Focus Coffee is hands-free caffeine. No spills. No distractions. Just clean, convenient mental fuel for people on the go.
For Kopiko, the activation was more than a flashy stunt. It’s a mission-aligned play to build loyalty among a key audience: students living in the tension between rising costs and rising expectations.
“College students are constantly juggling academics, work, and social lives. They need energy that works with them, not against them,” said Ricky Afrianto, Global Marketing Director, Mayora Group. “We created Kopiko Focus Coffee for moments when a little extra focus and stamina are needed — like finals week or navigating LA traffic.”
If the name Kopiko rings a bell, it’s because the brand has long been a household name among global coffee candy lovers. But this isn’t your grandmother’s hard candy. Kopiko Focus Coffee is a modern, performance-driven evolution of the brand’s signature coffee expertise, now crafted into a functional hard candy designed to enhance both mental clarity and physical energy.
Unlike traditional energy drinks or jitter-inducing shots, Kopiko Focus Coffee brings a smoother, more balanced experience. It is ideal for people who need sustained energy for their brains, not just their bodies. The result? A small but mighty coffee candy of brain fuel, ideal for students, creatives, entrepreneurs, and anyone needing mental sharpness without the drawbacks of sugary energy drinks.
Kopiko Focus Coffee is available at select convenience retailers and online through Amazon, where you can buy single packs or bundle boxes. The brand is expanding fast and is currently working on broader distribution into national retailers.
For those constantly on the move, it’s an easy toss-in-your-bag product. No refrigeration, no brewing, no spilling — just pop and go.
Southern California has long been a launchpad for culture-defining trends, and UCLA is at the epicenter — academically rigorous, socially dynamic, and always on the move. With gas prices still hovering uncomfortably high in Los Angeles, the campaign struck a nerve.
“The idea was simple,” Afrianto continued. “Students are fueling their minds for exams, but they’re also trying to get to class, work, or home for the break. We wanted to help with both — by literally filling their tanks and giving them a mental edge with our product.”
Kopiko Focus Coffee says UCLA was chosen specifically because of its highly engaged student base and the campus’s reputation for hustle. “These students are living in fifth gear. They deserve a product — and a gesture — that keeps up with them.”
The free gas giveaway wasn’t just a generous surprise. It was a carefully calculated brand activation aligned with the realities of student life. Gas prices in Los Angeles have been among the highest in the country, with many commuters paying upwards of $5.50 a gallon.
By taking care of this real-world need, Kopiko Focus Coffee didn’t just make a splash. It made a statement: we see you, we hear you, we’ve got your back.
Social media buzz from the activation was instant and authentic. Students shared videos of their surprise fill-up, tagged friends, and grabbed selfies with their free coffee candy, using the hashtags #KopikoUS, #FueledByKopikoFocusCoffee, #CoffeeButHarder, and #CoffeeYouCanSuck. For a brand breaking into the competitive functional market, it was a viral win, and a deeply human one.
In a world full of distractions, overstimulation, and burnout, focus is the new currency. And Kopiko is positioning itself as the go-to coffee candy for people who need to perform under pressure, whether that’s a student during finals, a remote worker managing a tight deadline, or a parent juggling Zoom calls and soccer practice.
“We’re not selling hype. We’re offering a tool,” explained Afrianto. “It’s about mental performance, not just stimulation.”
If you’re wondering whether this was a one-time event, the answer is no, or at least, not by design. The overwhelmingly positive response from students has Kopiko already eyeing activations at other campuses across the country.
“The energy from students was incredible. It wasn’t just about free gas — it was about feeling seen, supported, and recharged. We’re absolutely looking at more cities and more campuses.”
Expect to see Kopiko Focus Coffee pop up in more campus hotspots and high-traffic locations in the coming months, with additional giveaways, study relief programs, and hands-on sampling.
As the brand builds its U.S. footprint, expect more culturally relevant activations and partnerships. From influencer collabs to grassroots events, Kopiko is betting big on a lifestyle approach to energy, less “get hyped” and more “stay sharp.”
With smart formulation, strategic positioning, and stunts that actually make people’s lives easier, Kopiko Focus Coffee is proving that small formats can make a big impact. The product may only be two ounces, but the ambition behind it is anything but small.
