New Plant Powered Energy Drink YULA Joins D&AD New Blood 2020
Cult has confirmed its client YULA, an innovative plant powered energy drink brand from Pepsi Lipton International, will be joining the brand line up of the 40th Anniversary of the D&AD New Blood Awards.
YULA will join brands including Nike, Google and giffgaff calling on emerging creatives spanning disciplines including games design, experiential, advertising, branding and typography to work on their active briefs. Entrants will also have the chance to showcase their work and have it judged by some of the industry’s most prominent figures alongside the chance of winning a prestigious Pencil and participating in the D&AD New Blood Academy.
Pepsi Lipton International approached creative agency Cult to devise YULA’s brand platform and launch campaign for the new plant-based energy drink inspired by the Amazon rainforest. 100% natural energy the name combines the words for 'tree' and 'energy' from an ancient tribal language, and is made with guarana berries, green tea and green maté. YULA’s target audience is 18-28 year olds, it launched in Belgium this year and will roll out globally in 2020.
Cult and YULA are proud to confirm their D&AD New Blood collaboration as the awards enters its fortieth year, the original mission - to champion, educate and support emerging creative talent to get a foothold in the creative world - remains. D&AD New Blood hopes to spotlight and champion the importance of creative education, in a climate where costs of higher education are rising, creative subjects are in decline and creative careers can still be largely misunderstood.
Cat Turner, CCO and co-founder, Cult, commented: “For years Cult had been supportive of D&AD in their championing of best in class creative work around the world. Over the past year we've worked alongside Pepsi Lipton International to bring YULA to market - so we're delighted to marry together these two loves in this year's New Blood brief. We are excited to see what work is produced in the coming months and looking forward to recognising the best in young creative talent.”