MAD – Make A Difference is a Swiss startup that lives up to its name. Founded in 2023, MAD brings a unique twist to the beverage industry with a focus on sustainable, purpose-driven drinks.
Each of their products aligns with one of the 17 United Nations Sustainable Development Goals (SDGs), partnering with NGOs to ensure their beverages make a positive impact.
“We wanted to create delicious, healthier beverages that do more than just taste good — they drive real change,” shares the founder. With a simple but powerful mission to “Drink Good, Do Good,” MAD is setting a new standard in sustainable beverages.
A name with purpose: why MAD stands out
The name “MAD,” short for Make A Difference, reflects the brand’s commitment to a sustainable future. “We wanted a name that was short, memorable, and conveyed our mission directly,” explains the team. This straightforward and impactful name not only draws attention but also communicates MAD’s goal to drive change through everyday products.
Their tagline, “Drink Good, Do Good,” aligns perfectly with their vision, inviting consumers to make a positive impact with each sip.
Making sustainability easy with everyday beverages
Beverages are a daily purchase for many, and MAD saw an opportunity to make sustainability part of people’s everyday routines.
By connecting each product with a specific UN SDG, MAD ensures that every drink purchased supports a tangible cause, whether it’s clean water, education, or climate action. This approach makes it easy for consumers to support sustainability in their daily lives, empowering them to make a difference with minimal effort.
A team with extensive beverage industry expertise
MAD’s founders and team members bring impressive backgrounds in the beverage industry, with experience at renowned brands like Rivella, Red Bull, and the popular vitamin water brand Focus Water.
This diverse expertise, united by a passion for sustainability and innovation, has been instrumental in MAD’s success, helping them build a brand that stands out in a competitive market.
Targeting environmentally conscious consumers
MAD’s products are designed for eco-conscious consumers, primarily aged 17-39, who value sustainability and quality. Their target audience includes health enthusiasts, young professionals, and socially responsible individuals living in urban areas.
Standing out in a competitive market with purpose-driven products
In an industry with major players like Vitamin Well and DASH Water, MAD sets itself apart with its clear focus on sustainability and impact.
“While other brands focus on their products, our focus is on the impact we create,” the teams explains.
MAD offers a variety of beverages, each linked to an SDG, which provides consumers with options that not only taste great but also contribute to global causes. Their goal is to cover all 17 SDGs, distinguishing MAD as a purpose-driven brand with a broad range of eco-friendly beverage options.
Goals for 2024: expanding product lines and market reach
MAD has ambitious goals for 2024, focusing on increasing market share across Europe and expanding its product line to support all 17 SDGs. Their target is to sell 500,000 products in their first full year, driven by the belief that the demand for eco-friendly, impact-driven beverages will only continue to grow.