Like many great products, Whynatte started out with a bit of blind inspiration and wit. Atlantan Jesse Altman was visiting friends who had a new latte machine. He spied a bottle of Jägermeister and wondered aloud how the two might taste together, and joked “Why-natte?!”
In the beginning, Whynatte found a ready market as a drink mixer; think Red Bull meets White Russian. But Jesse knew the bigger opportunity was the fast growing alternative beverage, ready-to-drink (RTD) coffee space. Soon sleek black cans of Whynatte began to appear in the hands of trend setters around Atlanta. Among them, the cast and crew on the Atlanta film set of director Peter Farrelly. Not long after, he and the film’s star Owen Wilson became investors. As did the owner of the New England Patriots. And the rest, as they say, is coffee history.
“Agencies don’t get these sorts of chances often,” said Partnership President David Arnold. “To be asked to help steward a brand that already has great momentum; what a compliment! And while there are other brands in the space, this one’s unique. It’s not super sweet, not a kid’s coffee drink. But the real difference is the mischievous, edgy image Jesse’s team created. It will be great fun helping them evolve that story to reach a broader mass audience while keeping and nurturing that edge they’ve already created.”
Whynatte founder Jesse Altman commented. “I needed an agency that immediately understood what our brand, and our fans, were about. But I also needed an agency that knows how to lead a product like ours onto something bigger, and that is where I see the match really succeeding. They get who we are but more importantly, they get where we want to go from here.”
Partnership account director Tillman Douglass noted the importance of authenticity to the assignment. “While the image Whynatte created gets people in the door, living up to that image is what keeps them coming back. And that comes from the product itself. The emphasis is on quality over quantity, superior ingredients, lower fat and calories. It’s a brand that really lives up to its promise, to make life a latte better. We’re excited to be a part of it.
Whynatte’s story is too good to tell in a boiler plate. You just need to try it. It’s currently available in Atlanta and Boston with additional markets coming soon. Until then people everywhere can buy online or learn more about the brand at www.whynatte.com.
About The Partnership
We’re The Partnership. We’re Brand Evolutionists. We apply insight, social intelligence, creativity, technology and plain-old fashioned hard work to help consumer and B2B brands navigate an environment marked by non-stop evolutionary change. Named one of the Top 25 advertising agencies by The Atlanta Business Chronicle, we’ve helped brands like InterContinental Hotel Group, Goodwill, Ferrari Maserati of Atlanta, Holiday Inn, Coca-Cola, ATC Income Tax, Cousins Properties, Park ‘N Fly, The FDIC, Crowne Plaza, SkyView Atlanta, Carhartt, Recall, GS Battery, Manhattan Associates, Shoney’s, the Southeastern United Dairy Industry Association, and UHS-Pruitt to stay out front. Want to stage a brand evolution of your own? Visit thepartnership.com or www.brandevolutionist.com.