In collaboration with Yaté Yerba Mate, TMG aimed to promote social interaction through an all-natural, yerba mate-based beverage. The beverage, headquartered in Los Angeles and just over a year old, became the focus of our campaign. Yaté asked us to increase campus exposure among their target demographic: young, busy college students who still want to have fun. As a result, TMG created a strategy that allowed students to see for themselves how students can find a way to go all natural, all night.
Upon conducting research, TMG discovered that 75% of young adults experience FOMO (fear of missing out). Additionally, approximately 50% of surveyed students in the US agreed that their health and well-being were priorities at the college they attended. Consequently, we needed to find a way to capitalize on the desire to never miss out while also promoting better self-care. To Yaté's advantage, plant-based energy drinks are gaining popularity in the beverage industry, with an expected CAGR (compound annual growth rate) of 16.28 million by 2032. The data we found indicated that students are busy and seeking a way to fuel themselves without compromising their health. In comparison to competitors like Red Bull and Celsius, Yaté offers natural caffeine and no artificial sugars. With this advantage in mind, TMG set out to devise strategies to increase consumption of Yaté on campus.
Our campaign is focused on a Yaté sponsored event at Catch One called “All Natural, All Night.” The goal of the event is to get Yaté into the hands of young adults who are: Insatiably Social Intentionalists. These three qualities highlight the meaning and strengths of Yaté drinkers.
Insatiably – By being a drink that helps keep you going and your night longer, it solves the problem against young adults who constantly experience FOMO and want to make memories.
Social – As young adults make these memories, they want to be with their friends and family, and Yaté is the catalyst for them to do so.
Intentionalists – Even after the long night, Yaté’s natural ingredients allow young adults to keep going without experiencing the crash that people endure from other caffeine drinks.
We are using our campaign motto, “All Natural, All Night,” for the event, so people can instantly be reminded of the benefits that Yaté brings when they go out. The event will host hundreds of students and include performances by student DJs. Additionally, we are in the process of installing multiple promotions on-campus in order to build awareness about Yaté and the “All Natural, All Night” event. These promotions will include Yaté giveaways, “All Natural, All Night” tickets, and social media content that encompasses Yaté truly being the jack of all trades.
