Dutch Bros.
Be a matcha man
Dutch Bros new matcha drinks offer a softer way to wake up, and the guys are invited to join in. Men have always been taught to be tough and rugged, but now they’re embracing their emotions. Forget macho, it’s time to be a matcha man.
“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.
Express yourself, man
We’ll partner with music influencers and small creators to post their own versions of the Matcha man song that reflect their deepest layers. Whether your style is heavy metal or fairytale whimsy, anyone can be a matcha man in their own unique style.
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.
Matcha aura match
As you walk by these digital billboards, you’ll see what kind of matcha man you are by the aura you give off. If your aura is purple, then you’re a “calm man” and the Dutch Bros. lavender matcha is the drink for you.
Making matcha stick
Dutch Bros. stickers make every drive-thru order more fun, so Dutch Bros. creates Jonas Brothers matcha man stickers that spread joy long after the drink is finished. One sticker is handed out with every matcha drink ordered.
CW: Emily Saxe
AD: Anna Schults