The New Influencers

This case study shows how YULA prepared to launch in Belgium and Spain with a campaign written in English, speaking to a skeptical, health-driven generation and proving its natural energy credentials in a market crowded with “fake-healthy” claims.

Client
YULA

Year
2020

Agency
Freelance

My role
Insight ideation and copywriting. I developed the creative concept from scratch and led the definition of the campaign’s overall direction.

The Brief

  • Problem

    Young adults in Europe are ambitious, health-driven, and skeptical. The market is flooded with products claiming to be “natural” or “organic,” diluting trust and making every brand sound the same, especially in energy drinks. To win them over, YULA needed to prove its authenticity and stand out against both sugary energy drinks and “fake-healthy” competitors.

  • Solution

    Position YULA as the real natural energy alternative, honest, premium, and aligned with a mindset of conscious ambition and exploration. Speak to a generation that questions everything and empower them to verify the brand’s claims themselves rather than rely on traditional advertising.

  • Idea

    If you don’t trust us, ask Alexa or Siri.
    A straight-talking, copy-led campaign that highlights YULA’s natural Amazon-inspired ingredients and challenges skeptical consumers to fact-check the product the same way they check everything in life: through their voice assistants. Turning doubt into interaction and interaction into belief.

  • Impact

    The approach positioned YULA as a challenger brand built for conscious, driven young consumers. By embracing transparency and inviting scrutiny, the campaign strengthened credibility, differentiated YULA in an oversaturated “natural” space, and aligned the brand with a generation that values truth as much as energy.

Colorful jungle-themed energy drink advertisement with large white text reading "Made with organic ingredients. It’s true. Ask Alexa." Featuring green foliage, a small monkey holding a Yula Amazonian energy drink, and a frog peeking over the leaves.

Prints

A vibrant jungle scene with various tropical plants and a colorful toucan holding a can of YULA Amazonian energy drink, with bold white text overlay asking if they have only 60 calories and encouraging to ask Siri.
An illustrated poster promoting an energy drink made from botanical extracts, fruit juices, and 100% plant power energy. The background features dense green jungle foliage, a stylized monkey, and a can of YULA Amazonian Energy Drink with a green motif and a small monkey sitting beside it.
Promotional poster for YULA Amazonian Energy Drink featuring a purple can with a tree logo, jungle foliage, a purple jaguar, and large text promoting all-natural ingredients and encouraging viewers to ask Alexa.
A promotional image advocating for planting 250,000 trees in the Amazon rainforest. The background features lush green jungle foliage and tropical animals, including a colorful bird with yellow and blue feathers. In the foreground, there is a can of YULA Amazonian Energy Drink, with green tea, guarana, lemon, and ginger flavor. The text encourages viewers to ask Alexa about the initiative.

Awards & Recognitions

D&AD Festival – Wood Pencil

2020