White Label
Yerba Mate
Digital Strategy
Brooklyn-based yerba maté soda expanding from an established NYC bar and club following into wider distribution, Amazon, and DTC. A four-channel growth strategy ahead of the can launch.
An established following in NYC nightlife. This summer, cans, Amazon, DTC and more bars and clubs all launch at once.
Build awareness and demand in the nightlife audience
New social creative for the nightlife and club scene. On Instagram, where the community already tags the can: a consistent look, regular posting, active replies in the comments and paid support for the best-performing posts. On TikTok, starting from zero: founder voice, origin story and scene content, with ad spend on what performs.
Improve White Label’s visibility in Google and Amazon search
Google paid search and Shopping convert people already searching for White Label, then reach people searching for similar drinks: branded terms first, then competitors, geo-targeted to priority areas. On Amazon, a complete setup from day one (listing, brand story and operational details) so the page converts and appears next to related drinks.
Grow traffic and online sales, tracked end to end
A direct-to-consumer strategy across social and search, plus Amazon and DTC subscriptions for makers who want six-packs delivered every two weeks.
One four-channel system designed to take the brand from its in-person NYC following to a coast-to-coast presence.
Grow without diluting
The nightlife scene is the brand’s main asset. Each new channel had to reach new customers without weakening that connection.
A new moment for caffeine
Energy drinks are marketed for mornings and workouts. No US brand owned the night out, so the creative positions White Label around the pregame and the club.
Two audiences, one voice
Nightlife customers buy it as a signal of taste. Makers buy it for focus. Each group is reached on different channels, with one consistent brand voice.
Fuel the night naturally.
- Key message: “Stay energized without the crash.”
- Neon accents on dark backgrounds, readable in low light
- Bold sans-serif type, legible in club lighting and on a phone at 2am
- Real nightlife settings with the can in frame: DJs and dancers, backseat Ubers, smoky apartments, club basements
NYC subculture nightlifers
DJs, VJs, artists and fashion-forward creatives. They want energy without the health cost, from a brand that signals taste.
- Pre-game, at the club, after-hours
- Buy at bars, clubs and events, on Amazon the rest of the week
- Discover on Instagram and TikTok
High-performance makers
Tattooists, video editors, touring musicians and startup designers working odd hours. They want focus without sugar crashes or coffee anxiety.
- Deep work, long edits, studio time
- Six-packs every two weeks, by Amazon or DTC subscription
- Discover on Google and Instagram
Meta / Instagram
The community is already here and tags itself with the can. The plan: a consistent look, regular posting and active replies in the comments, then paid budget behind the best-performing posts.
TikTok
No presence yet. TikTok is where niche drinks gain traction with young audiences. Founder voice, origin story and scene content first, then ad spend on what performs.
Captures buying intent: people searching for White Label first, then competitor searches, geo-targeted to priority areas.
Amazon
Most drink brands launch here with a basic listing and few reviews. This one is built to convert from day one and to show up next to related drinks.
Scale without
the dilution.
If you're sitting on real cultural traction and need to widen the doors without flattening what makes the brand work, let's talk.
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