Create a college sampling tour designed to refresh Yerba Madre’s brand identity, drive large-scale trial, and building long-term affinity with students, athletes, and lifestyle consumers across campuses and major cultural moments.

THE EXECUTION

Launched a 27 week tour, covering 30 major cities and 154 college campus stops

Activated at college campuses, tentpole festivals, fitness hubs, and high-traffic city locations using branded Rivian EVs.

Delivered cold can and Hot Mate sampling while educating consumers on the Yerba Madre rebrand and clean energy positioning.