SUMMARY
My Capstone Project explores MATEÏ’s go-to-market strategy through a sensory marketing Pop-Up event in SoHo, New York. By blending immersive design and cultural storytelling, this initiative aims to simplify the traditional Yerba Mate experience and introduce it to American consumers. The project leverages research on consumer behavior and urban trends to validate the retail concept and foster a Mate-drinking culture. This work matters as it bridges cultural gaps and creates a sustainable path for MATEÏ’s success in the U.S. market.
challenge
I identified that American consumers are drawn to health-conscious, socially engaging beverages but lack awareness of Yerba Mate’s cultural and health benefits. Retailers and event organizers needed low-risk strategies to introduce a new product, while consumers desired convenient, simplified preparation methods without losing authenticity. By conducting interviews, surveys, and workshops, I uncovered opportunities to educate consumers, foster a Mate-drinking culture, and use sensory marketing to create an immersive, memorable experience that bridges these gaps. Various design research methods, from generative to mapping, were applied.
Outcome
The project culminated in a sensory Pop-Up concept designed to validate MATEÏ's market potential by creating an immersive oasis in SoHo. The outcome included strategic use of nature-inspired visuals, soothing scents, and cultural storytelling to introduce Yerba Mate's social and health benefits. This addressed stakeholders' needs by fostering consumer engagement, building awareness, and proving demand through experiential design, ultimately bridging gaps in consumer knowledge and retailer confidence.
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