YERBA MADRE | REBRAND ANNOUNCEMENT CAMPAIGN
ROLE: GROUP CREATIVE DIRECTOR
🌿 MEET YOUR NEW MADRE 🌿
Yerba Madre (formerly Guayakí Yerba Mate) has a devoted Gen Z fanbase. They LOVE the drink and its sustainable mission. So, when Guayakí made the decision they were going to change their name to Yerba Madre to “celebrate the mother yerb” — and tbh to make the brand name a easier to say — they needed their biggest, loudest supporters on board.
We stepped into create the “Meet Your New Madre'“ campaign, along with a refreshed social toolkit and a new persona and TOV. She is mother…literally. The oldest mother on the planet, mother nature now runs the Yerba account. Here’s how we made the announcement and got fans on board:
LIVE DIGITAL EVENT - FAMILY MEETING
To drop the news, we hosted a “Family Meeting” with the founders.
YERBA MADRE x SECRET WALLS PARTNERSHIP
We supported an IRL scavenger hunt with social content and a microsite. Fans “collected” M-A-D-R-E letters for a chance to win a year’s supply of the drink. Social content and a microsite dropped clues for fans and gave them fun filters to share with their photos documenting their participation.
Secret Walls Hero Mural
UGC CONTENT from the hunt
SOCIAL LAUNCH CONTENT
The name drop coincided with Mother’s Day, so of course, we celebrated ourselves, Madre, and gave fans cards to share with all the mothers in their life.
