The influencer María Pombo, supported by Mahou San Miguel, has launched Yuzz, a new drink that is defined as refreshing and healthy designed for enjoyment and self-care, and also as a complement to the skincare routine. The new brand expands and diversifies the company’s portfolio and represents its foray into the territory of functional soft drinks.

As explained by Yuzz, the most notable feature of the drink is its combination of two active ingredients such as GreenIuronic hyaluronic acid – from the Tremella fuciformis fungus and patented by the pharmaceutical company Vivatis Pharma – and vitamin C, which contributes to the formation of collagen for the normal functioning of the skin and its protection against oxidation.

Its main ingredients are carbonated water, concentrated apple juice, and aromas that evoke floral notes, such as rose and orange blossom, and fruit notes, such as lychee, peach and apricot. It also has a soft saline and citrus touch at the end. It is also low in calories, with naturally present sugars and no sweeteners; as well as vegan and gluten-free.

The name of the brand comes from the transformation of the phoneme “youth” (youth, in English) and supports a philosophy centered on the “fun skincare” concept, which is committed to the act of enjoying taking care of yourself and which understands well-being as “that intangible glow that accompanies you inside and is expressed on the outside.” What’s more, the brand’s motto is “Here You Glow”, which literally translated would mean “Here you shine”.

The conceptualization of Yuzz has been worked on together with the agency MC Saatchi Spain, whose team has helped define the creative rationale, the naming, the branding, the visual universe, the packaging design and the communication strategy.
“A comprehensive process to give shape, tone and place to a product that opens its own space between soft drinks and skincare“, they have pointed out from the agency through LinkedIn. “A project that demonstrates that when innovation, design, creativity and the logic of networks come together, a new category can be built”.

Both Mahou San Miguel and María Pombo point out that Yuzz celebrates beauty through enjoyment. The influencer describes the product in the statement as a “healthy soft drink that complements your skincare and you can drink it anywhere while you enjoyIn this sense, it seeks to capitalize on the growing international interest in self-care and well-being, combined with indulgence and sophistication.

María Pombo’s role in Yuzz goes beyond that of mere ambassador, since she has promoted the creation of the brand and the drink, a process that began more than a year ago. “The process has been long, but exciting.“, he commented. “The first meeting took place more than a year ago, and from then on it has been all about searching for ideas, inspiration, finding the perfect color, the perfect flavor and ingredients… it has been intense and fun”.
The influencer has shared part of the process on her social networks.

Yuzz’s launch strategy

In addition, María Pombo has been the visible face of the teaser strategy prior to the launch of Yuzz, aimed at arousing the curiosity of the influencer’s more than 4 million followers and generating expectation. Thus, over the last few days he has published several videos in which he has played with the mystery, such as the one in which he presents the Yuzz team without revealing the name of the brand or its activity.

It has also created a “hotline” to encourage users to discover more about the enigmatic project. Through a WhatsApp channel, which thousands of people have joined, he has shared clues and messages about Yuzz, as well as some images of the drink’s work process.

The launch of Yuzz stars María Pombo who associates her style and personality with the drink. In the video, in which the influencer appears wearing the soda can as if they were curlers, she briefly reflects on the current pace of life and its paradoxes to present Yuzz as a refreshing solution to take care of yourself and enjoy yourself at the same time.

In addition, the strategy is complemented with an experiential pop-up space that will open its doors on the afternoon of Thursday, May 28, in Plaza Felipe II, in Madrid. Those interested, who must sign up in advance, will be able to try the drink, take photos in a personalized photo booth or access gifts and the prize draw.

Yuzz is available in a 33cl can format through online platforms, mainly the official Yuzz website and Amazon, although it can also be purchased through the Mahou San Miguel online store.

With the launch of Yuzz, María Pombo expands her range of business projects linked to fashion, gastronomy and entertainment. Currently, she is a partner in the La Martinuca tortilla brand and Vertical, a management agency that promotes athletes, creators and artists.

For its part, Mahou San Miguel is entering new territory in the beverage industry. Over the last few months it has been exploring alternatives to its core product, beer, with the launch of Café 170, its own brand of coffee intended exclusively for the hospitality sector; or “Vamos by Mahou”, a non-alcoholic carbonated malt drink created specifically for the Middle East.