Young consumers are becoming increasingly conscious of what they put into their bodies, but that does not mean they have stopped going out, traveling, celebrating or having fun.
The opportunity for Drink ADE is to exist directly at the intersection of those two worlds.
WELLNESS × NIGHTLIFE × CULTURE
We do not see Drink ADE as simply another wellness shot. We see the potential for it to become the Gen Z pre-going-out ritual, the product sitting next to the perfume, makeup, outfit and keys before the night even begins.
The goal is not just to make people know what Drink ADE is. It is to make taking Drink ADE part of going out.
02 / The Repositioning
From wellness product to cultural behavior.
Rather than positioning Drink ADE through traditional health and wellness marketing, YDG WRLD would build the brand around lifestyle, personality, culture and social proof.
The wellness benefits remain important, but they become the reason to believe, rather than the entirety of the brand personality.
“Wait... everyone is taking these before they go out. What is this?”
That curiosity is where the brand begins to become culturally relevant.
03 / The Big Idea
Make Drink ADEthe pre-game.
There are already behaviors people associate with getting ready for a night out: the playlist, the GRWM, the outfit check, the perfume, the Uber and the pregame. Drink ADE should become another one of those behaviors.
We want to create enough repetition across creators, celebrities, nightlife, events and organic social content that taking a Drink ADE shot before going out begins to feel culturally recognizable.
Not “Here is a wellness shot you should buy.”
But “This is what we do before we go out.”
04 / The Social Identity
Lifestyle and wellness are equally important.
Drink ADE's digital presence needs to feel like a lifestyle brand and a wellness company in equal measure. We would rebuild the social world around six core content pillars.
01
The Drink ADE Lifestyle
GRWMs, nights out, travel, dinners, festivals, parties, backstage moments and everyday social culture.
02
The Drink ADE Ritual
Repeated content establishing the shot as part of getting ready. Outfit. Makeup. Drink ADE. Out.
03
Celebrity + Creator Culture
Strategic organic placement with recognizable talent and culturally relevant creators.
04
Wellness Without the Lecture
Simple, entertaining education around what Drink ADE does and why someone would take it.
05
Personality
Memes, trends, reactions, cultural conversations and content that gives the brand an actual voice.
06
Real Life Drink ADE
People actually taking the product, not endless studio product photography.
05 / Celebrity-Led Brand Building
We want Drink ADE in the right hands.
A major part of our strategy would be making Drink ADE increasingly visible around artists, creators, athletes, models, DJs and culturally relevant personalities.
Not every interaction needs to be a traditional paid influencer campaign. We want to create organic opportunities for Drink ADE to appear backstage, in dressing rooms, during GRWMs, on private flights, at dinners, at events, before shows, before clubs, at festivals and inside talent gifting.
The objective is repeated cultural visibility.
Eventually, seeing someone take Drink ADE should communicate something about their lifestyle before the viewer even understands the product.
06 / Creative Direction
Content should not feel like advertising.
The creative direction should make Drink ADE feel like something you discover through culture, not something being sold to you.
That means moving beyond traditional product, benefit and CTA content, and building entertaining concepts people would watch regardless of whether Drink ADE was being promoted.
The product remains constantly present without every piece of content screaming advertisement.
01What's Your Pre-Game Ritual?
02Drink ADE Confessionals
03Take Your Shot
04What's In My Bag: Night Out Edition
05GRWM + Drink ADE
06Drink ADE After Dark
07The Morning After
08Celebrity / Talent Night-Out Diaries
09Festival Survival Kits
07 / Cultural Activation
Show up where memories are made.
Social should eventually extend into real-world experiences.
The long-term objective is to make Drink ADE visible wherever its target consumer is already creating memories.
Celebrity eventsArtist releases & listening partiesFashion WeekFestival weekendsNightlife partnershipsCreator giftingTalent dressing roomsFitness & wellness eventsBrand tripsPop-upsCollege / young professional culture
08 / Who Is YDG WRLD?
We build the WRLD around brands and talent.
YDG WRLD is a Los Angeles-based social media management, creative direction and digital distribution agency specializing in building complete social ecosystems around modern brands, artists and creators.
We operate as an extension of our clients' teams, combining:
StrategyCreative DirectionContent ProductionSocial ManagementReal-Time CaptureEditingDistributionInfluencer & Talent IntegrationCampaign RolloutsCommunity Building
Great brands should not just participate in culture. They should create it.
09 / Our Experience
Built for how audiences consume culture today.
YDG WRLD has worked across entertainment, beauty, lifestyle, live events and consumer brands, building social strategies designed for the way audiences consume content today.
Beauty
Glow by Kylie
8-month social partnership resulting in significant growth in engagement and digital presence.
Entertainment
Reality Games
Social ecosystem generating 100M+ TikTok views and approximately $30M in earned media value.
Beauty / Wellness
HYDRA
A year-long partnership that fully transformed the brand's social presence, content identity and digital growth.
Community
FRST CLSS
Supported growth from launch to its first 10K community.
Lifestyle / Canna
Smoke Trove
Creative direction and social production building a bold, culture-first digital identity around modern smoke lifestyle.
Lifestyle / Tech
Gudtrip
Full creative direction and social production for an all-in-one hemp vape, built around a futuristic, high-gloss visual world.
Beauty
Monbeau Afrique
Creative direction and social production for a luxury fragrance brand built around African heritage and modern elegance.
Beauty / Skincare
Monbeau Beauty
Visual identity and content system for a bodycare and skincare line focused on clean, sun-lit luxury.
Feed previews from our work
HYDRA
Glow by Kylie
Smoke Trove
Gudtrip
Monbeau Afrique
Monbeau Beauty
10 / What We Would Build for Drink ADE
Full social media management.
For the first 90 days, YDG WRLD would operate as an extension of Drink ADE's internal team and begin rebuilding its social presence from the ground up.
01Instagram + TikTok Management
02Social & Cultural Strategy
03Brand Positioning
04Creative Direction
05Monthly Content Calendar
064 to 5+ Feed Posts Per Week
07Consistent TikTok Output
08Instagram Stories
09Short-Form Video Production
10Graphics & Carousels
11Copywriting + Captions
12Manual Posting
13Community Management & Engagement
14Trend Monitoring
15Content Repurposing
16Monthly Analytics & Reporting
17Ongoing Strategy Optimization
11 / Content Production
We do not wait for content. We create it.
2 dedicated content days per monthCreative concepts developed prior to each shootShot lists + production planningLifestyle photographyShort-form videoProduct-focused contentTalent / creator content when availableUGC-style conceptsTrend contentCampaign assetsEvent capture when coordinated within scopeAll necessary editing and post-production for managed social channels
YDG WRLD would lead recurring production specifically designed around Drink ADE's evolving social identity.
The objective is to continuously create enough original material that Drink ADE's pages feel alive, current and culturally connected.
12 / Influencer + Talent Strategy
Build the Drink ADE creator ecosystem.
YDG WRLD would begin developing an organic network around the brand through strategic identification, outreach, seeding and relationship management.
Paid talent fees, gifting and product costs, event costs and third-party expenses would remain separate from the monthly management fee.
Creator identificationTalent wish listsOrganic gifting strategyInfluencer outreachSeeding opportunitiesContent coordinationRelationship managementCelebrity placement opportunities through our extended network where availableTracking content generated from giftingRepurposing approved creator content
13 / The First 90 Days
Build. Create. Accelerate.
Month 01
Build the World
Brand positioning Visual direction Voice & personality Content pillars Social cleanup Content production Creator target lists Initial rollout
Month 02
Create the Behavior
Push “Drink ADE before going out” aggressively through content.
Increase lifestyle integration. Begin creator seeding. Test recurring series. Identify highest-performing formats.
Month 03
Create Cultural Momentum
Scale winning concepts. Increase talent visibility. Explore event and nightlife integration. Develop larger activation opportunities. Establish the roadmap for Drink ADE's next 6 to 12 months.
14 / The Partnership
The 90-Day Drink ADE Launch Partnership.
Standard rate$8,000/ month
Our standard rate for this level of embedded brand management.
Introductory partnership$5,000/ month · first 3 months
Drink ADE receives the scope and level of management normally associated with our $8,000 monthly partnership.
Because of our relationship with the team and our belief in what Drink ADE can become, we would like to structure the first phase differently. This allows us to go all-in on building the foundation without requiring the brand to immediately take on the full investment.
15 / Phase Two
Two brands. One cohesive partnership.
Once Drink ADE's first 90-day foundation has been established, we would expand the partnership to include the team's second brand. Each brand would be managed independently with its own strategy, content identity and social ecosystem, while both benefit from shared creative direction and production efficiencies.
Drink ADEFull Management
+
Brand TwoFull Management
=
Combined Partnership$9,000 / month
Both brands receive full-scale management under one partnership, with dedicated strategy and content systems for each.
At our standard individual rate, comparable management across two brands would normally represent approximately $16,000 per month in combined scope. The proposed partnership delivers both for $9,000 per month, nearly the price of one.
16 / The Long-Term VisionDrinkAde x YDG WRLD
Drink ADE should not look like a startup forever. The goal is to build the brand today with the identity it needs for where it could be three, five or ten years from now.
A recognizable product. A recognizable ritual. A recognizable personality. A celebrity-connected ecosystem. A community. A name that carries cultural meaning beyond the wellness aisle.
Lifestyle and wellness are equally important.
Drink ADE's digital presence needs to feel like a lifestyle brand and a wellness company in equal measure. We would rebuild the social world around six core content pillars.
The Drink ADE Lifestyle
GRWMs, nights out, travel, dinners, festivals, parties, backstage moments and everyday social culture.
The Drink ADE Ritual
Repeated content establishing the shot as part of getting ready. Outfit. Makeup. Drink ADE. Out.
Celebrity + Creator Culture
Strategic organic placement with recognizable talent and culturally relevant creators.
Wellness Without the Lecture
Simple, entertaining education around what Drink ADE does and why someone would take it.
Personality
Memes, trends, reactions, cultural conversations and content that gives the brand an actual voice.
Real Life Drink ADE
People actually taking the product, not endless studio product photography.