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Hemp Beverage Brand Mad Tasty Drives Out its First OOH Campaign

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Boxi launches out of home campaign for brand founded by OneRepublic singer Ryan Tedder

Hemp Beverage Brand Mad Tasty Drives Out its First OOH Campaign

Mad Tasty, a hemp-infused sparkling water brand founded by singer songwriter of OneRepublic, Ryan Tedder and backed by First Beverage, is embarking on its first ever OOH campaign.

Mad Tasty is part of the fairly new (and highly saturated) category of hemp beverages, so building awareness for the brand is essential. With in-store shopping on the decline and at-home delivery services on the rise, people staying at home are sticking to brands they know and trust. So how do brands like MAD TASTY adapt to these new purchasing habits and break through to new consumers? 

MAD TASTY is launching a four-month OOH campaign beginning in February in its home markets of Los Angeles and Orange County, to drive more brand awareness and educate consumers on the benefits of hemp. Through a partnership with OOH advertising company Boxi, MAD TASTY branded trucks will drive through key residential neighbourhoods. The brand partnered with SCS, an integrated agency based in California behind MAD TASTY’s initial brand tone, voice work, and new website, to telegraph the brand’s personality onto the trucks. Each truck covers 100-200 miles per day, 6-7 days per week and the brand expects to reach 50-55K people per day per truck.

“Authentic engagement from our community has been through the roof and we’re excited to engage with new consumers,” said Leila Khoury, the director of marketing at MAD TASTY. “We believe Boxi has a unique business strategy and will drive (no pun intended) brand awareness for MAD TASTY and will be a great partner as we expand across the country. We also want to make sure our retail partners know we’re here to support them and we’re working to get our name out there where people can see it!”

The brand is also now available on Amazon.

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Mad Tasty

Ryan Tedder: Founder

Leila Khoury: Director of Marketing

Ryan Macaulay: Senior Director Brand Partnerships

Kirsten Wright: VP of Marketing

Ryan Simonson: Associate Creative Director (Copywriter)

David Kania: Senior Art Director

Tim Auerbach: Production Designer

Lauren Harvey: Senior Resource/Project Manager

Chris Sparks: Senior Project & Brand Manager


Neal Pecchenino: CEO & Founder at Boxi


Jeff Roach: President & Chief Strategy Officer

John Zegowtiz: Chief Creative Officer


Jeff Roach: President & Chief Strategy Officer

John Zegowtiz: Chief Creative Officer

Braden Bailey: COO & Digital Studio Head

Kirsten Wright: VP of Marketing

Brian Pettingill: Senior Producer

Chris Sparks: Senior Project & Brand Manager

Chelsea Lundy: Graphic Designer

Categories: Soft Drinks, Carbonated Drinks

Marketing Matters, Tue, 02 Mar 2021 11:20:48 GMT