beverages

PepsiCo's Yachak Tea Teams With Noted Nature Photog For Rainforest Contest

The first major campaign for Yachak herbal energy tea since becoming part of the PepsiCo. portfolio two years ago channels the roots of the beverage’s South American ingredients in a partnership with photographer Ami Vitale.

Starting on Wednesday, “The Amazon Assignment” includes a contest in which people who upload “original nature photos” to a dedicated website compete to win $25,000, a  photography trip to the Amazon rainforest, and mentoring from the noted photographer.

Last fall, Yachak cans were redesigned to include images of animal species local to the rainforest to appeal to health-conscious, millennial and older Gen Z consumers looking for “clean, organic beverage options to manage their energy,” according to Julie Raheja-Perera, North America general manager of the Pepsi Lipton Partnership.

advertisement

advertisement

Yachak contains caffeine from Yerba Mate—a species of the holly plant—indigenous to the central and southern regions of South America.

Vitale is best known as a National Geographic photographer and Nikon ambassador.

“She’s got a lot of groundbreaking work in nature-based photography,” Raheja-Perera tells Marketing Daily.  “So she felt like a perfect candidate given her professional career and her ability to mentor our chosen winner.”

The campaign is tied to Yachak’s involvement with the nonprofit organization One Tree Planted dating to 2021.

“We’ve committed to restore some 300 acres of greenspace by planting over 280,000 tree seedlings and over 500,000 trees by 2024,” says Raheja-Perera.

“Through this partnership, we’ve also provided 72 farmers with sustainable income and employment through the work so far.”

In addition to spending up to two weeks in the rainforest, and receiving mentoring, and $25,000, the winner of the photography contest—which runs through Sept. 12—will receive a year’s supply of Yachak.

Next story loading loading..