Meet Our New Client, Coolest Brand in Coffee, Whynatte Latte!

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Ready-to-drink coffee brand Whynatte, coming soon to a store near you!

Life's About to Get a Latte Better at The Partnership!

Anyone in branding will tell you; you can’t buy cool; you just are cool. Or not. If you are, you have permission to share that cred with a broader audience. For an agency, there is no better job than doing that – working with an authentically cool brand. Which makes The Partnership proud to say we’ve been named new agency-of-record for Whynatte Latte, the coolest brand in the ready-to-drink coffee space.

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Not just any brand can quote OutKast’s Andre 3000 and get away with it. “…Alright, alright, alright, alright…”

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?!” The combination was in fact good, but it was the word, Whynatte, that stuck in his mind. Turned out the web address was available, and $13 later, Whynatte was born.

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.

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Whynatte got it’s start in popular Atlanta late night spots like Smith’s Olde Bar

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 Douglas 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 is currently available all over Atlanta, and was just launched in Boston. Our plan is to help bring it to the rest of the country so that pretty soon, no matter where you are, you’ll be asking yourself, Whynatte, too!

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