How Caliwater Scaled Retail Sampling and Brand Awareness Across the U.S.

In today’s beverage landscape, standing out takes more than shelf space—it takes connection. For Caliwater, building brand awareness and increasing retail velocity meant showing up where customers already were and creating experiences they wouldn’t forget.

To bring that strategy to life, Caliwater partnered with Home From College (H\FC) to support ongoing in-person activations across the United States—starting with the Caliwater Summer Splash Tour.

The Challenge: Turning Retail Presence Into Real Engagement

Caliwater’s goal was clear:

Build brand awareness, drive customer engagement, and increase traction with retail partners nationwide.

While distribution is essential, Caliwater knew that long-term success comes from meeting customers face-to-face, telling the brand story, and creating multiple touchpoints that extend beyond the shelf.

The Approach: A Multi-City Experiential Sampling Program

The partnership kicked off with the Caliwater Summer Splash Tour, a large-scale experiential marketing initiative designed to introduce the brand directly to consumers through in-person sampling and storytelling.

Program Highlights

• Activated across 10 cities

• 4 states

• Major retail partnerships including Vons, Pavilions, and Sprouts

• 32 field sampling ambassadors deployed nationwide

Cities included:
Chicago, Phoenix, San Francisco, Los Angeles, Austin, Houston, Miami, and New York.

These activations gave Caliwater the opportunity to connect with customers in real time—answering questions, sharing the brand mission, and creating memorable experiences at point of purchase.

The Impact: Experiences That Go Beyond the Shelf

The program delivered more than just sampling—it created lasting customer impressions.

Program Results

• 500+ applicants

• 32 lifetime participants

• Ambassadors active in 10 cities

• Stronger relationships with key retail partners

• Increased brand visibility across multiple touchpoints

By pairing social content, in-person engagement, and post-event follow-ups, Caliwater built a program designed to resonate well beyond a single interaction.

As the Caliwater team put it, success isn’t just about placement—it’s about presence.

A Word From Caliwater

“Working with HFC college has truly been a game changer! The platform is very user friendly, the team is there to help and support when needed, and everyone I have had the chance to work with has been incredible. I've recommended HFC to so many brands because I truly believe that they are an extension of our team!”

Why It Worked

This partnership succeeded because it:

• Prioritized real-world customer experiences

• Activated in high-impact retail environments

• Leveraged ambassadors who could authentically represent the brand

• Created consistent touchpoints across markets and channels

By meeting consumers where they shop—and giving them something memorable—Caliwater strengthened both brand loyalty and retail performance.

Looking to scale retail sampling or experiential marketing across multiple markets?
Home From College helps brands build powerful on-the-ground programs nationwide. Let’s talk. 🚀