The insight behind the Energy for 2020 campaign is simple and clean: energy drinks are seen as unhealthy. Meanwhile, popular culture is moving in the direction of clean eating and holistic manufacturing. What happens when the avocado-toast-crowd stops buying energy drinks?

Here’s how the team describes their solution:

“Yula is plant-based energy. But it’s not only guarana berries, tribal spirits and reforestation. Yula is made of 2020, with all its contradictions. We don’t judge what you do, but power you to do it.”

Energy for 2020. Whatever that means.