air up, the German-based e-commerce brand that has revolutionized the flavored water industry, has achieved remarkable success and 8-figure revenues.
Founded in 2018 by Lena Jüngst and Tim Jäger, air up offers a unique line of flavored water bottles that allow consumers to enjoy the taste of flavored water without any sugar or artificial sweeteners.
Their refillable drinking system uses scent alone to enhance the flavor of water, providing a healthier alternative to sugary drinks. With an extensive range of flavors and a commitment to sustainability, air up has captivated the market.
air up has achieved remarkable growth in a brief span of time, with revenue figures surging from 30 million euros in 2020 to a staggering 100 million euros in 2021. The company is expected to surpass 150 million euros in revenue in 2022, solidifying its status as a thriving European d2c brand.
air up, founded in 2018 by Lena Jüngst and Tim Jäger, is a German brand that offers a range of flavored water bottles. What makes them different? They allow you to enjoy the taste of flavored water without any sugar or artificial sweeteners. Instead, they use scent pods to enhance the water's flavor.
When you take a sip, the flavored air bubbles travel through your mouth, creating a delightful flavor experience. air up offers a range of flavors such as apple, peach, lemon, and grapefruit, providing a healthier option to sugary beverages.
In 2016, Lena Jüngst and Tim Jäger embarked on a mission to address unhealthy nutrition. Teaming up with Michelin Star chef Fabian Schlang and serial entrepreneur Jannis Koppitz, they aimed to develop an innovative beverage system.
In 2019, air up® GmbH was established, and their flavored water bottles quickly gained traction in the German market. Within just six weeks, they sold 80,000 starter kits.
Since then, air up has experienced impressive growth, with revenues of 30 million euros in 2020, 100 million euros in 2021, and an estimated 150 million euros in 2022. They now operate in 11 countries and have received significant funding.
air up innovative approach to flavored water has positioned them as industry leaders. In the following sections, we will explore their perfect product-market fit, captivating design and technology, and their successful use of influencer-generated content and engaged communities. Get ready to uncover the secrets behind AirUp's phenomenal success in the flavored water market.
air up's rapid growth can be attributed to their perfect product-market fit. Through an in-depth study conducted in 2020, air up gained valuable insights into the habits and preferences of Generation Z consumers across Europe.
The study revealed the increasing importance of sustainability and health in their purchasing decisions. Recognizing this, air up positioned themselves as a brand that addresses these concerns head-on.
Their focus on sustainability and environmentally friendly practices, such as using recyclable materials in their products and partnering with environmental causes, has resonated strongly with consumers who are becoming increasingly conscious of their environmental impact.
air up's visually appealing product design and innovative technology have played a significant role in their rapid scaling. Their bottles and sustainable packaging boast a modern, sleek, and vibrant design that captures the attention of consumers. This attractive aesthetic, combined with their unique and Insta-friendly products, generates curiosity and entertainment among their target audience.
The visually captivating nature of air up's products also increases their potential for virality, as consumers are more inclined to share and showcase their experiences with the brand.
The combination of a perfect product-market fit and captivating design has enabled air up to scale rapidly in the flavored water market. In the next sections, we will explore their strategic use of influencer-generated content, their engagement with user-generated content and community, and their focus on direct-to-consumer sales. Stay tuned as we uncover the remaining secrets behind air up's impressive success and revenue growth.
air up has strategically leveraged Influencer-Generated Content (IGC) to establish a strong brand presence across various social media platforms. They have formed collaborations with mega influencers, ensuring widespread visibility and increased brand awareness. air up uses YouTube and TikTok to partner with influencers and sell products to many people.
air up's collaborations with mega influencers have had a tremendous impact on their brand visibility and sales. By partnering with popular influencers, air up has been able to showcase their products to a vast audience. These influencers, such as Jojo Siwa and Inoxtag, have featured air up in their content, creating buzz and driving consumer interest.
air up has also fostered an engaged community of consumers who actively participate in User-Generated Content (UGC). air up has received significant attention from Gen Z, who actively share their feedback and endorsements on various social media channels. Influencer marketing helps air up users know the brand and feel like part of a group.
air up has also launched viral hashtags and campaigns that have further amplified their UGC strategy. Hashtags like #thinknewdrinknew have gained traction, creating a tribe-like following on platforms like TikTok and Instagram.
People love sharing photos, thoughts, and experiences with air up products. They really like the brand and tell others about it. This has helped air up grow quickly and do well.
air up has strategically employed a comprehensive Public Relations strategy (PR) to expand its reach and solidify its presence in the market. Through press releases and media partnerships, air up has effectively communicated its brand message and garnered media coverage to reach a wider audience.
air up has collaborated with a dedicated PR agency, Team LEWIS, to execute their PR projects. The agency has facilitated product tests with major consumer lifestyle media outlets and secured coverage in key news media. Through these initiatives, air up has been able to generate valuable media attention and establish strong relationships with influential journalists.
air up's PR efforts were successful. They were featured in major media outlets such as Le Parisien, Le Progrès, and Culture Nutrition. They were also featured on channels like M6 and Bein Sport. This media exposure has allowed AirUp to expand its reach and engage with a broader audience.
air ups PR strategy has also played a crucial role in targeting an older demographic, specifically individuals over the age of 30. While social media platforms like TikTok and Instagram have been instrumental in reaching Generation Z, PR initiatives have allowed AirUp to tap into a more mature audience segment. By leveraging media partnerships and securing coverage in established outlets, air up has successfully captured the attention and trust of this older demographic, further expanding their customer base.
Through strategic PR efforts, air up has been able to generate extensive media coverage, reach a wider audience, and engage with different demographics. In the following sections, we will explore air up's focus on direct-to-consumer sales, their sustainable business practices, and their commitment to providing a refreshing and healthy alternative in the flavored water market.
air up has embraced a direct-to-consumer (DTC) approach, which has played a pivotal role in their success. By selling their products directly to consumers, air up has gained several benefits that have contributed to their rapid growth and customer loyalty.
With their DTC model, air up has established a direct line of communication with their customers. This direct connection allows them to gather valuable data and insights about consumer preferences, behaviors, and purchasing patterns. Armed with this information, air up can personalize their offerings, tailoring them to the specific needs and customers expe. The DTC approach also enables air up to have full control over the customer experience, from product presentation to post-purchase interactions.
Through their DTC model, air up has cultivated a deeper understanding of their customer base. They leverage the data collected to create personalised recommendations, offer targeted promotions, and provide a seamless shopping experience. By tailoring their offerings to individual preferences, air up enhances customer satisfaction and fosters long-term loyalty.
air up's DTC model allows them to prioritize customer retention. With direct access to their customers, air up can implement strategies to encourage repeat purchases, such as personalized recommendations, loyalty programs, and exclusive discounts. This focus on customer retention not only drives revenue growth but also strengthens the brand's relationship with its customers, fostering a loyal and engaged community.
Through their DTC approach, air up has harnessed the power of data, personalization, and customer retention to fuel their growth and success. In the next sections, we will delve deeper into air up's sustainability practices, their commitment to environmental causes, and their dedication to providing a refreshing and healthy alternative in the flavored water market.
air up's remarkable success in the flavored water market can be attributed to its unique approach, strategic initiatives, and unwavering dedication to customer satisfaction. With a perfect product-market fit and a focus on sustainability and health, air up has captured the attention of health-conscious consumers seeking a flavorful and guilt-free hydration alternative. Their captivating design, innovative technology, and strategic influencer collaborations have created a buzz around the brand, reaching a wide audience through social media platforms like YouTube and TikTok.
By embracing a direct-to-consumer (DTC) model, air up has established a direct line of communication with customers, allowing for personalized offerings, data-driven strategies, and a strong focus on customer retention. Leveraging the power of data, air up tailors experiences to individual preferences, fostering long-term loyalty and satisfaction. Their emphasis on user-generated content and an engaged community further amplifies their brand presence and generates positive word-of-mouth.