How do you build trust in a category built on disbelief?

Client
YULA - Energy Drink

Agency
Freelance

My role
Copywriter and ideation of the creative concept. Shaping the campaign’s overall creative direction across digital-first executions.

The Brief

Problem

Young Europeans don’t trust “natural” claims anymore. In a crowded energy drink market, YULA (an organic energy drink) had to prove its authenticity and stand out.
Solution

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.
YULA challenges skeptical consumers to fact-check the product the same way they check everything in life: through their voice assistants.
Impact

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.