air up® Co-Founder Lena Jüngst leads Rory by the nose - to the water!
Jan 10, 2024
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Co-Founder of air up®, Lena Jüngst, discusses the science behind converting plain water into flavoured water using smell. They explore the marketing strategy and success as a D2C brand. The podcast delves into sensory perceptions, flavor manipulation, brain connections, and international expansion.
Flavor perception is 80% scent-driven in air up® water, challenging traditional taste concepts.
Air up® chose direct-to-consumer entry for flexibility and brand building, emphasizing need for awareness.
Air Up aims to expand product line, enhance international presence, and balance eco-friendly initiatives with innovation.
Deep dives
Innovative Drinking System Using Scent for Flavor Enhancement
Air Up, a revolutionary drinking system, flavors water with scent instead of additives. The technology works by scenting the water, enhancing taste perception without added sugars or unhealthy ingredients. Co-founded at the University of Schwaibich O'Kamut during a thesis, the product disrupts the soda industry with its millions of customers and international operation.
Challenges in Initial Product Development and Market Entry
Air Up faced challenges transitioning prototypes into production while defining a market strategy. Initially considering a focus on health sectors like addressing diabetes, they opted for a lifestyle angle targeting the younger audience. Choosing direct-to-consumer for market entry allowed flexible testing, emphasizing the need to build brand awareness and streamline the product for success.
Future Growth Plans and Product Portfolio Expansion
Air Up aims to diversify its product line beyond its innovative drinking system, focusing on expanding its steel insulated bottle and exploring new flavor options. The company plans to bolster international presence and invest in building the brand through strategic partnerships and advertising. Future disruptive innovation and expansion into new categories are on the horizon.
Sustainable Packaging Innovation and Environmental Impact Considerations
Amid consumer skepticism on plastic usage, Air Up highlights eco-friendly advantages of its pods. The brand plans to introduce bio-based pods and emphasizes the low-plastic usage per flavored water volume. Discussing the challenges of compostable materials for retaining aromas, the brand's sustainable initiatives aim to balance environmental consciousness with product innovation.
Strategic Marketing Initiatives, Influencer Campaign Success, and Brand Partnerships
Air Up explores a mix of marketing strategies, transitioning from performance to brand-focused campaigns. Venturing into TV and out-of-home advertising, the brand prioritizes brand strategy and collaborations. Embracing influencer marketing, future plans include enhancing brand awareness, leveraging brand partnerships, and innovating to reach broader audiences.
Innovation Potential with Sparkling Water Compatibility and Brand Extension Possibilities
Recognizing consumer preferences, Air Up's innovative drinking system excels with sparkling water, enhancing user experience and potential adaptability with soda machines. The brand's steel insulated bottle and future vision involve further product extensions and diversification. Air Up's success highlights opportunities for growth and market disruption with forward-thinking product line expansions.
Lena Jüngst explored product development at University in Germany and turned a bachelor thesis into a product - air up® - non-flavoured water that tastes flavoured. Lena explains how it works to convert Rory and reveals that around 80% of what we perceive as flavour is actually derived from what we’re smelling. With this relatively new drink product, while you drink plain water, you experience taste. No sugar. Just science! The brand, initially launched direct to consumers in Germany, is becoming available globally. Rory and Lena discuss the marketing strategy for the product and Lena reveals how they are slowly moving into above the line advertising. There's no rush however, because the product is doing remarkably well as a D2C brand.
