Young consumers are drinking less, reading labels more and looking for things that make them feel good. But they still want the ritual: the clink, the can in hand, the moment with friends.
Groovy lives right at that intersection, with a flavor built for each part of the day and adaptogens behind every sip.
Wellness × Flavor × Culture
We do not see Groovy as just another non-alcoholic drink on the shelf. We see the potential for it to become the go-to ritual for social mornings, slow afternoons and quiet nights.
The goal is not just to make people know what Groovy is. It is to make reaching for one part of their day.
02 · One Drink For Every Moment
Social. Unwind. Nightcap.
Groovy already has a built-in story: a flavor for each moment of the day. We would make every one of them a recognizable world of its own.
10:00
Social
Pineapple Tiki
17:00
Unwind
Moscow Mule
21:00
Nightcap
Blackberry Mojito
03 · The Positioning
From mocktail to daily ritual.
Rather than marketing Groovy through traditional health messaging, YDG WRLD would build the brand around lifestyle, personality, culture and social proof.
The adaptogens and 0g added sugar stay important, but they become the reason to believe rather than the entire personality.
“Wait... what is everyone drinking? Where do I get one?”
That curiosity is where the brand starts to become culturally relevant.
04 · The Big Idea
Make itGroovy o'clock.
People already have rituals that mark their day: the morning coffee, the after-work walk, the evening wind-down. Groovy should become one of those markers at 10:00, 17:00 and 21:00.
We want enough repetition across creators, communities, events and organic social that reaching for a Groovy at the right moment starts to feel recognizable.
Not “Here is a mocktail you should buy.”
But “This is how I get my groove back.”
05 · The Social Identity
Feel-good and fun in equal measure.
Groovy's digital presence should feel like a lifestyle brand and a wellness brand at the same time. We would build its social world around six core content pillars.
01
A Groovy Day
Morning socials, golden-hour hangs, slow evenings. Content mapped to the real moments each flavor was made for.
02
The Groovy Ritual
Repeated, recognizable formats that make reaching for a Groovy feel like part of the day. Social. Unwind. Nightcap.
03
Creator + Culture
Strategic organic placement with wellness, lifestyle and culture creators who already live the alcohol-free life.
04
Wellness Without the Lecture
Simple, entertaining education on adaptogens and 0g added sugar that never feels like a health class.
05
Personality
Group chats, reminders, memes and reactions. Leaning into the playful voice the brand already has.
06
Real Life Groovy
People actually drinking it outside, at home and with friends, not endless studio can shots.
06 · Creator-Led Brand Building
Groovy in the right hands.
A major part of our strategy would be making Groovy increasingly visible around wellness creators, athletes, artists, models and culturally relevant personalities.
Not every moment needs to be a paid influencer campaign. We want Groovy to show up organically at picnics, in tote bags, during GRWMs, after workouts, at dinners, at events and inside talent gifting.
The objective is repeated cultural visibility.
Eventually, seeing someone holding a Groovy should say something about how they live before the viewer even knows what is in the can.
07 · Creative Direction
Content should not feel like advertising.
Groovy already speaks in group chats, phone reminders and alarms. We would turn that playful voice into series people want to follow.
That means moving beyond product, benefit and CTA content toward entertaining concepts people would watch even if Groovy was not being promoted.
The can stays present without every post screaming advertisement.
01Was I Feeling Groovy?
02The Only Alarm You Need
03Little Reminders
04Groovy O'Clock: 10, 17, 21
05What's In My Tote: Sober Curious Edition
06GRWM + Groovy
07Swap Your Usual
08Picnic Diaries
09Nightcap Wind-Down Routines
08 · Cultural Activation
Show up where good days happen.
Social should eventually extend into real-world experiences.
The long-term objective is to make Groovy visible wherever its audience is already moving, gathering and slowing down.
YDG WRLD is a Los Angeles-based social media management, creative direction and digital distribution agency specializing in building complete social ecosystems around modern brands, artists and creators.
We operate as an extension of our clients' teams, combining:
StrategyCreative DirectionContent ProductionSocial ManagementReal-Time CaptureEditingDistributionInfluencer & Talent IntegrationCampaign RolloutsCommunity Building
Great brands should not just participate in culture. They should create it.
10 · Our Experience
Built for how audiences consume culture today.
YDG WRLD has worked across entertainment, beauty, lifestyle, live events and consumer brands, building social strategies designed for the way audiences consume content today.
Beauty
Glow by Kylie
8-month social partnership resulting in significant growth in engagement and digital presence.
Entertainment
Reality Games
Social ecosystem generating 100M+ TikTok views and approximately $30M in earned media value.
Beauty / Wellness
HYDRA
A year-long partnership that fully transformed the brand's social presence, content identity and digital growth.
Community
FRST CLSS
Supported growth from launch to its first 10K community.
Lifestyle / Canna
Smoke Trove
Creative direction and social production building a bold, culture-first digital identity around modern smoke lifestyle.
Lifestyle / Tech
Gudtrip
Full creative direction and social production for an all-in-one hemp vape, built around a futuristic, high-gloss visual world.
Beauty
Monbeau Afrique
Creative direction and social production for a luxury fragrance brand built around African heritage and modern elegance.
Beauty / Skincare
Monbeau Beauty
Visual identity and content system for a bodycare and skincare line focused on clean, sun-lit luxury.
Feed previews from our work
HYDRA
Glow by Kylie
Smoke Trove
Gudtrip
Monbeau Afrique
Monbeau Beauty
11 · What We Would Build for Groovy
Full social media management.
YDG WRLD would operate as an extension of Groovy's internal team and build its social presence from the ground up.
01Instagram + TikTok Management
02Social & Cultural Strategy
03Brand Positioning
04Creative Direction
05Monthly Content Calendar
064 to 5+ Feed Posts Per Week
07Consistent TikTok Output
08Instagram Stories
09Short-Form Video Production
10Graphics & Carousels
11Copywriting + Captions
12Manual Posting
13Community Management & Engagement
14Trend Monitoring
15Content Repurposing
16Monthly Analytics & Reporting
17Ongoing Strategy Optimization
12 · Content Production
We do not wait for content. We create it.
2 dedicated content days per monthCreative concepts developed prior to each shootShot lists + production planningLifestyle photographyShort-form videoProduct-focused contentTalent / creator content when availableUGC-style conceptsTrend contentCampaign assetsEvent capture when coordinated within scopeAll necessary editing and post-production for managed social channels
YDG WRLD would lead recurring production designed around Groovy's three moments and evolving social identity.
The objective is to create enough original material that Groovy's pages feel alive, current and full of sunshine.
13 · Influencer + Talent Strategy
Build the Groovy creator ecosystem.
YDG WRLD would develop an organic network around the brand through strategic identification, outreach, seeding and relationship management.
Paid talent fees, gifting and product costs, event costs and third-party expenses would remain separate from the monthly management fee.
Creator identificationTalent wish listsOrganic gifting strategyInfluencer outreachSeeding opportunitiesContent coordinationRelationship managementCelebrity placement opportunities through our extended network where availableTracking content generated from giftingRepurposing approved creator content
14 · The First Three Months
Build. Create. Grow.
Month 01
Build the World
Brand positioning Visual direction Voice & personality Content pillars Social refresh Content production Creator target lists Initial rollout
Month 02
Create the Ritual
Push Social, Unwind and Nightcap as daily moments through content.
Increase lifestyle integration. Begin creator seeding. Test recurring series. Identify highest-performing formats.
Month 03
Build Momentum
Scale winning concepts. Increase creator visibility. Explore wellness and event integrations. Develop larger activation opportunities. Establish the roadmap for Groovy's next 6 to 12 months.
15 · The Partnership
The Groovy Launch Partnership.
Full management$5,000/ month · flat
Complete social media management of Groovy's Instagram and TikTok — strategy, content production, posting and community management, all under one flat monthly rate.
One flat monthly rate covers everything Groovy needs on Instagram and TikTok. Because of our belief in what Groovy can become, we are offering this partnership at a flat $5,000 per month — going all-in on building the foundation without requiring the brand to take on a larger investment.
16 · The Long-Term Vision
Groovy should not look like a startup forever. The goal is to build the brand today with the identity it needs for where it could be three, five or ten years from now.
A recognizable can. A recognizable ritual. A recognizable personality. A creator-connected ecosystem. A community. A name that means feeling good, not missing out.
Feel-good and fun in equal measure.
Groovy's digital presence should feel like a lifestyle brand and a wellness brand at the same time. We would build its social world around six core content pillars.
A Groovy Day
Morning socials, golden-hour hangs, slow evenings. Content mapped to the real moments each flavor was made for.
The Groovy Ritual
Repeated, recognizable formats that make reaching for a Groovy feel like part of the day. Social. Unwind. Nightcap.
Creator + Culture
Strategic organic placement with wellness, lifestyle and culture creators who already live the alcohol-free life.
Wellness Without the Lecture
Simple, entertaining education on adaptogens and 0g added sugar that never feels like a health class.
Personality
Group chats, reminders, memes and reactions. Leaning into the playful voice the brand already has.
Real Life Groovy
People actually drinking it outside, at home and with friends, not endless studio can shots.