Podcast Title: On Strategy Showcase
Host: Fergus O’Carroll
Episode: Yerba Madre’s Rebrand with CMO Emily Kortlang
Release Date: August 11, 2025

Introduction to Yerba Madre’s Evolution

In this episode of On Strategy Showcase, host Fergus O’Carroll delves into the transformative journey of Yerba Madre, a beverage brand with a 25-year legacy. Originally launched as Guayaqui, the brand underwent significant name changes—from Yerba Mate to its current identity, Yerba Madre. Fergus sets the stage by highlighting the brand's distinctive yellow cans adorned with a wreath of yerba leaves, which have become a staple in retail shelves. The transition from a hot herbal tea to a cold beverage format marked a pivotal shift, driving substantial growth and setting the stage for a mainstream breakthrough.

Notable Insight: Fergus mentions, “There are three stages. There's Guayaqui, then to Yerba Mate and then to the current name of Yerba Madre” (00:00).

Market Analysis and Category Insights

Matthew Herbert, co-founder of Tracksuit, provides a comprehensive overview of the better for you energy drinks category. He reveals that the category has achieved a 37% penetration rate nationally in the U.S., translating to approximately 100 million adults. Yerba Madre, being Californian-founded, shows even higher penetration in the Pacific Census division at 42%. Notably, the 25 to 34-year-old demographic exhibits an 8 percentage point increase, adding 4 million new consumers in the last six months.

Key Statistics:

• National Penetration: 37% (~100 million adults)
• Pacific Region Penetration: 42%
• Demographic Growth (25-34): +8% (4 million new consumers)

Matthew highlights competitors like Celsius and Ghost, emphasizing Yerba Madre’s strategic positioning to both compete within the niche and aim for broader market mainstreaming.

Quote: “Yerba Madre is Californian founded and headquartered brands... the Pacific region has got that higher category penetration.” (04:00)

Interview with Emily Court Lang, CMO of Yerba Madre

Emily Court Lang shares her insights on Yerba Madre's rebranding journey, emphasizing the brand's mission-driven approach established 30 years ago. She reflects on the challenges of evolving a brand name to better resonate with consumers and align with the company’s vision.

Rebranding Strategy:

• Original Name: Guayaqui
• Interim Name: Yerba Mate
• Current Name: Yerba Madre

Emily explains the strategic decision to shift from Guayaqui due to its complexity and low brand recognition. The interim step to Yerba Mate allowed for a smoother transition, maintaining visual consistency on cans and reinforcing category leadership.

Quote: “The mission of the company is to prove that the regenerative business movement works, but also use yerba mate as a way to protect deforestation.” (09:46)

Creating a New Category and Brand Positioning

Yerba Madre positions itself within the yerba mate category, introducing a new caffeine paradigm in the U.S. market. Emily discusses how Yerba Madre differentiates itself from traditional tea and energy drinks by offering a euphoric, Zen-like experience without the typical caffeine highs and lows.

Product Proposition:

• Alive vs. Awake: Emphasizing a sustained, balanced energy
• Natural Ingredients: Organic, regenerative practices
• Functional Benefits: Polyphenols, antioxidants

Quote: “Our product is altogether different. There's caffeine, but it's a different feeling. It's more euphoric, it's more Zen.” (13:13)

Balancing Sustainability and Mainstream Appeal

Emily addresses the challenge of mainstreaming a sustainability-focused brand. She acknowledges the skepticism around consumers’ commitment to sustainability but asserts that the product’s quality and taste are pivotal in attracting mainstream buyers. The sustainability and impact story, while not the primary driver for initial trials, play a crucial role in fostering loyalty and retention among a subset of passionate consumers.

Strategies:

• Lead with Quality: Ensuring the product tastes great to drive trial and repeat purchases
• Sustainability as Retention: Using the impact story to build long-term loyalty
• Targeted Messaging: Engaging the environmentally conscious segment separately

Quote: “We need to lead with brand and then the impact story is what can drive loyalty and retention.” (12:04)

Community Engagement and Brand Loyalty

Yerba Madre has cultivated a dedicated community of ambassadors who actively participate in the brand’s evolution. Emily describes initiatives like the Ambassadors app, where consumers contribute to flavor naming, packaging design, and merchandising. This grassroots approach ensures that the community feels integral to the brand’s journey, fostering deep emotional connections and advocacy.

Community Initiatives:

• Ambassadors App: Facilitating online interactions and shared experiences
• Gourd Circles: Hosting seminars and discussions with passionate consumers
• Collaborative Naming: Involving the community in the rebranding process

Quote: “We had people join our company and didn't say it for the first three weeks because they thought even internally they would get the name wrong.” (16:03)

Marketing Communications and Brand Messaging

The rebranding to Yerba Madre introduced the Alive vs. Awake communication platform, aligning with the brand’s enduring slogan “Come to Life.” Emily elaborates on how this platform encapsulates the brand’s essence and provides a foundation for creative marketing initiatives.

Communication Elements:

• Alive vs. Awake: Highlighting the unique energy experience
• Come to Life: Maintaining brand heritage while moving forward
• Visual and Narrative Consistency: Ensuring all marketing materials reflect the new positioning

Quote: “Alive vs. Awake is obviously the platform that makes come to life make sense.” (22:35)

Distribution Success and Market Penetration

Yerba Madre’s widespread presence in stores is attributed to a combination of strategic distribution, exceptional product quality, and effective visual branding. The brand’s yellow cans are intentionally designed to stand out across multiple retail categories, facilitating placement in tea aisles, functional beverages, and organic sections.

Success Factors:

• Experienced Leadership: Commercial and distribution officers from Red Bull
• Product Excellence: Superior taste and functional benefits
• Visual Distinctiveness: Eye-catching yellow cans that span multiple categories

Quote: “It's got a yellow can. It stands out. It's got like a beacon within a store.” (25:20)

Tracking Rebrand Progress and Brand Health

To monitor the effectiveness of the rebranding, Yerba Madre employs both traditional and innovative tracking methods. Emily highlights the use of Tracksuit for real-time brand awareness metrics and emphasizes the importance of social sentiment and consumer feedback through fan mail.

Tracking Metrics:

• Brand Awareness: Monitored daily with Tracksuit
• Social Sentiment: Analyzing online commentary and fan interactions
• Consumer Feedback: Reviewing and responding to fan mail for qualitative insights

Quote: “Awareness is up 5% year on year, which I haven't really seen brands move that fast.” (27:15)

Subtlety in Rebranding: Strategic Naming

Choosing the new name Yerba Madre was a deliberate strategy to maintain existing consumer terminology and category ownership. Emily recounts how the name seamlessly integrates product benefits and purpose, ensuring a strong, meaningful connection with both the brand’s heritage and its mission.

Naming Strategy:

• Retention of “Yerba”: Leveraging existing consumer shorthand
• Incorporation of “Madre”: Reflecting the brand’s purpose-driven mission
• Cultural Relevance: Embracing the bilingual nature to honor South American roots

Quote: “Mother Earth does product and purpose in perfect harmony.” (31:46)

Conclusion and Future Outlook

Emily expresses optimism about Yerba Madre’s trajectory, envisioning continued growth through product innovation and deepening community engagement. She emphasizes the brand’s commitment to both quality and sustainability, ensuring that Yerba Madre remains a meaningful choice for consumers seeking a balanced and purposeful energy beverage.

Final Thoughts:

• Product Innovation: Continuous improvement in flavor and functionality
• Community Integration: Strengthening ambassador relationships
• Sustainable Growth: Balancing mainstream expansion with mission-driven values

Quote: “When it becomes part of your life, people are willing to give it a go.” (33:26)

Connect with Yerba Madre: For a deeper dive into Yerba Madre’s branding and the complete podcast episode, visit onstrategyshowcase.com.

Timestamps Reference:

• [00:00] Introduction by Host
• [02:45] Emily’s Manifesto Video
• [03:10] Category Discussion Begins
• [04:00] Matthew Herbert on Market Penetration
• [05:20] Transition to Emily’s Interview
• [09:46] Emily Discusses Brand Mission
• [12:04] Sustainability and Mainstreaming
• [16:03] Community Engagement Challenges
• [22:35] Alive vs. Awake Marketing
• [25:20] Distribution Success Factors
• [27:15] Brand Awareness Metrics
• [31:46] Strategic Naming Insights
• [33:26] Future Outlook by Emily

This detailed summary captures the essence of Yerba Madre’s rebranding strategy, market positioning, and community engagement, providing valuable insights for marketers and brand strategists alike.