Naturally caffeinated maté brand Yerba Madre is a sustainably grown tea taking on the Monsters, Red Bulls, and other big bad energy drinks of the world. The YELLOW MEANS GO creative platform turns the brand’s most recognized asset—its iconic yellow tallboy can—into a mnemonic for natural energy, propelled by bold colors and exhilarating outdoor activities.

PDA’s first tentpole activation in the YELLOW MEANS GO campaign was throwing the Yerba Madre Trailgate Party on Super Bowl Sunday: a campy, kitschy, totally outdoor viewing party in a leafy canyon outside LA—that of course started with a mountain hike!

Because Gen Z barely drinks alcohol, Bad Bunny was the only reason anyone watched the Super Bowl this year, and Yerba Madre is definitely Nature’s biggest fan. The thrilled guestlist included Yerba superfans, brand Ambacebadores, and chef creators who served recipes they created for the Trailgate Party. 😋

As Yerba Madre’s CMO put it to Marketing Brew: "Our community is the best recruitment tool for us. Tailgating in the US is a cultural phenomenon, and we can ride the coattails of that with a new wave of what it could mean to redefine it for our community."