D&AD New Blood: YULA - Redirect Your Energy
YULA is a 100% natural energy drink, sustainably sourced from the Amazon rainforest, currently targetting 18-25-year-olds in Europe. Young adults are trying to do it all. They often have busy schedules as they balance; work, studies, family, friends, hobbies, and their health, which can be very demanding and require an energy boost. We will show how YULA fits into these peoples' lives and unlocks the power of the rainforest to refresh them physically, mentally, and spiritually.
We reach out to the target market to position YULA in their active lifestyle through magazine articles and posters placed in areas these people will be looking for an energy boost such as the gym, coffee shops and supermarkets.
To deliver the product to people on the go, interactive vending machines encourage commuters to take a moment out of their day to refresh themselves mentally and physically. Completing our vending machine challenges will result in a delicious reward.
Social media posts share more about the brand, and the Power of the Rainforest and encourage people to use their extra energy for good in their community.
To make a bigger impact YULA gets people involved in building YULA Gardens in their communities - to provide a place to escape their busy life and recharge in a tranquil environment. Foliage stickers with QR codes lead people to these gardens and act as a reminder for the product.
With people participating in redirecting their energy for good, YULA acknowledges these acts and rewards their customers by sharing the most inspiring stories on their cans.
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