At UC Berkeley, Yerba Madre could make a statement with a campus activation during major student events like Cal Day or Calapalooza, where free samples, interactive games, and branded merch introduce the drink as a go-to source of energy and community especially to new incoming students and alumni. To extend the brand’s presence beyond the daytime hustle, hosting a Yerba Madre Day Party with music, hammocks, lawn games, and picnic vibes would create a lively, shareable experience that taps into student culture. For students who love the outdoors, a guided hike through the famous Berkeley Fire Trails with plenty of moments for social media content and breathtaking group photos would showcase Yerba Madre as both a wellness and adventure companion. To support the academic grind, a Finals Week Study Session in a popular campus library with free Yerba Madre and productivity focused giveaways like notebooks or highlighters would promote the drink as the ultimate study fuel. Lastly, a Sunset DJ Session on Grizzly Peak (a well known college hangout where past student organized DJ sunset parties have drawn big crowds) would position Yerba Madre at the heart of a tradition students already love. Together these activations connect Yerba Madre to every part of the student lifestyle, fueling productivity, fun, wellness, and community from campus to nature to nightlife.

Currently at UC Berkeley I am apart of BCEC (Business Careers in Entertainment Club), AAA (Asian American Association), and SuperB which hosts concerts, movie nights, and many more school events/activities.

Yes! My roommates or other friends on campus can be involved or help me with shooting videos as they have previously done in other GIGs. My university email is dreyannamanuel@berkeley.edu