How can a beverage brand launch a new product line beyond its hippie roots into hipster culture?
Agency: EGG BRANDING
NEW PRODUCT, NEW FORM FACTOR, NEW APPROACH
Guayaki was the #1 yerba mate brand in the US, but their latest product — mate in a can — needed a new approach to captivate a new audience: the young male energy drink consumer.
We positioned the product as a healthy alternative to energy drinks, then developed and launched an underground influencer campaign to take the brand from hippie to hipster.