Article by Tin Nudd, Jun. 23, 2025
In its first major campaign since rebranding from Guayaki, organic drink brand Yerba Madre has launched an eye-catching campaign that turns environmental values into a walking statement—quite literally.
The company introduced “Dirt Shoes,” footwear made from biodegradable materials that fall apart as they’re worn, dispersing wildflower seeds with every step. Made with creative studio Basura, the project is an ode to the brand’s core ethos of sustainability and regeneration.
“This is the brand’s first big brand moment since rebranding from Guayaki to Yerba Madre, so it had to be something that would get noticed,” said Rajeev Basu, founder of Basura. Looking to reach both die-hard fans—known as “Ambacebadors”—and new audiences, the brand wanted to break into cultural spaces outside of beverages, including fashion, design and even forums for soil enthusiasts.
The challenge was devising something that felt true to Yerba Madre’s values while also being unexpected enough to earn attention.
“Everything the brand does is about giving back to Mother Earth, so our approach was to come up with an idea that reflected that,” Basu said. Rather than a traditional ad campaign, Basura leaned into its signature brand of avant-garde thinking. “Basura doesn’t really make ads—I’d describe what we create as weird conceptual art projects that achieve a goal ... things that people are more likely to interact with, enjoy and share, over an ad.”
That philosophy birthed the Dirt Shoes concept: “It felt like a compelling way of sharing Yerba Madre’s commitment to regeneration. In theory. If it was possible,” Basu said.
“We got questions like, ‘Why do this?’” said Emily Kortlang, chief marketing officer at Yerba Madre. “It made people scratch their heads. To me, that’s a good thing—because in a way, it mirrors our regeneration message. You have to stop, get curious, dig in. Otherwise, it’s misunderstood. The shoes might seem silly or unnecessary on the surface, but they’re serious in what they represent to Mother Earth and the work we’re doing with the communities who steward it.”
Production involved seven months of experimentation and problem-solving, most of which were consumed by R&D. One of the first technical puzzles was structural: How do you hold a pile of soil together in the shape of a shoe without it collapsing the second you stand in it? The team also had to ensure the shoes were flexible enough for natural walking and that every element of the build was fully natural and biodegradable.
Zaya Guarani, an Amazon-born model and environmental advocate, stars in some press materials. (Yerba Madre)
Working with material science experts, the team tested a variety of binding agents to determine which natural substances could hold soil together effectively. Early tests involved forming “soil pucks” to gauge structural strength before advancing to shoe molds.
“The slightest difference in ratios of binding agent to soil mixes would radically affect the structural integrity,” said Basu. “Sometimes the composition would be too mushy, other times it would feel too rigid. The trick was finding the right balance.” In the end they used Acacia gum, which is a type of tree sap.
To replicate the ergonomics of traditional shoes, Basura’s team incorporated lessons from sneaker design. “We looked to traditional footwear and sneaker design to engineer ‘break points,’” Basu said. “One example was how we drilled rings of holes into the toe cap—like you find on most sneakers—that allow a natural crease to form.”
The team brought the same regenerative mindset to the packaging. Parts of the box are made from post-consumer waste, while others dissolve in water. The internal tray is formed from pressed flowers, and the info card is printed on recycled cotton rag with vegan ink. Even the sock string is crafted from raffia, a fiber derived from palm leaves.
The Dirt Shoes are a biodegradable embodiment of Yerba Madre’s promise to give back more than they take. While they may not last more than a few minutes on the street, their message—and the wildflowers they leave behind—are built to endure.
“I’m drawn to ideas that demonstrate ‘impact through action’—and make more serious topics a little weird and fun to draw people in,” Kortlang said of why she is drawn to unconventional marketing. “Traditional campaigns just aren’t resonating as they used to. We want to ‘walk the walk’ in regeneration and do it in a fresh way that inspires connection and sharing. One-to-one marketing is how we keep our community believing in us—they can see, feel and experience the difference.”
Original article posted on AdAge here >
