Be a Matcha Man
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Be a Matcha Man ~
Dutch Bros.’ new line of matcha drinks delivers a softer way to wake up, and we want men in on the action. Men have always been raised to be tough and rugged, but now they’re getting more in touch with their emotions. So forget being a macho man… It’s time to be a matcha man instead.
Express Yourself
We’ll partner with music influencers and small creators to post their own versions of the Matcha man song to reflect their deepest layers. Whether your style is heavy metal or fairytale whimsy, anyone can be a matcha man in their own unique style.
Stand in front of these digital billboards to see what color aura you give off, and what kind of matcha man you are. Each aura color is associated with a Dutch Bros. matcha drink that matches your vibe.
Matcha Aura Match
Jonas Bros. @ Dutch Bros.
To wrap up their ‘Greetings from your Hometown’ tour this year, the Jonas Bros. will serve as Broistas at one lucky Dutch Bros. location to anyone who orders a matcha drink. Fans can vote for their hometown location through the Dutch Bros. app.
Making Matcha Stick
Dutch Bros. stickers make every trip more fun, so Dutch Bros. creates Jonas Bros. stickers to spread the matcha man joy long after the drink is finished. One collectible will be handed out with every matcha drink ordered.
Matcha Man Song
Dutch Bros. works with the Jonas Bros. to revamp the classic song “Macho Man” with a modern, matcha twist. Handsome, manly, and in touch with their emotions, the Jonas Brothers are the prototype matcha men.
AD: Anna Shults
CW: Emily Saxe