On Strategy Showcase Yerba Madre’s Rebrand with CMO Emily Kortlang
Aug 11, 2025
Emily Kortlang, CMO of Yerba Madre and former marketing leader at Red Bull, Beats, and Apple, shares insights into the brand's recent refresh. She discusses transitioning from Guayaki to Yerba Madre and its ambitions for mainstream success. The conversation highlights navigating the energy drink market, balancing sustainability with wider appeal, and the emotional connections forged through branding. Kortlang emphasizes maintaining product quality while engaging communities, particularly on college campuses, to bolster brand recognition.
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Better-For-You Energy Is Growing Fast
- Better‑For‑You energy drinks reach roughly 37% of US adults, implying a large addressable market.
- Matthew Herbert notes the Pacific region and 25–34 age group overindex for category growth.
Scale Without Losing Core Fans
- Scale the brand while protecting core fans to avoid losing loyalty as you grow.
- Emily Kortlang stresses welcoming mainstream buyers without alienating mission‑driven early adopters.
Lead With Taste To Win Mainstream
- Lead mainstream growth with product taste first, then layer in impact messaging to retain loyalty.
- Emily Kortlang says taste drives trial, repeat purchase, and long‑term loyalty more than purpose alone.