We are aware that drinking black coffee is not our healthiest habit. Trying its replacements, we also learned that its' taste is unmatched. But when your product has the word "coffee" in its name, your audience imagines an extremely particular taste—which is their usual morning fix.

RYZE's mushroom coffee benefits have been undeniable. The focus their product provides is labeled "unmatched" by a large margin of their consumers. Its taste, however, has always been controversial.

Mushrooms—a fungi—taste different from coffee beans, and no amount of branding could hide that. So we didn’t fight the taste. We framed it. We showed up on feeds, streets, and in comment sections — not to explain the taste, but to own it.

We reminded them why RYZE tastes different, to try it in different recipes, and why they chose mushroom coffee in the first place. Aside from a cultural mindset recalibration, we challenged new consumers to share their reaction to their first sip of RYZE online and give an update a few hours later, describing the improvements in their psyche.

Suddenly, RYZE wasn’t the weird one. It was the one that made sense. What started as a punchline became a ritual. We changed how consumers perceive RYZE and mushroom coffee moving forward, all while allowing RYZE to break new records and reach unexplored territories.