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The Pollack Group is proud to announce its partnership with air up®, the one-of-a-kind refillable drinking system that flavors water by scent alone — harnessing the power of retronasal smell to make plain water exciting and flavorful. After an in-depth competitive review, air up® selected The Pollack Group as its agency of record to lead the brand’s public relations in the U.S.

According to the National Institute on Deafness and Other Communication, taste and smell are deeply interconnected, so much so that up to 80% of what our brains recognize as flavor comes from smell. air up®’s unique drinking system applies this to go above and beyond compared to traditional options, offering the first hydration system that flavors water through scent alone. With air up® ‘s scent pods made with 100% natural ingredients, consumers can enjoy several delicious flavors, including wild berry, mango-passion fruit, cherry, and more, while meeting their daily water intake goals.

The Pollack Group will support air up® ‘s PR efforts in the United States to position the brand as the hydration solution for all Americans who don’t drink enough water and those who don’t like the taste of plain water. air up®’s refillable drinking system and scent pods make it easy, fun, and healthy to drink flavored water without the added sugars and chemicals of flavor additives. air up® cuts plastic waste using up to 88% less plastic than single-use drink alternatives. One small pod flavors at least 1.3 gallons of water, potentially leading to a reduction of 10 16.9oz single-use plastic bottles.

“air up’s revolutionary approach isn’t just about bringing a groundbreaking product to the table; it’s about offering a complete hydration revolution,” said Stefan Pollack, president of The Pollack Group. “From its inception in Europe to its rapid growth across fourteen countries, air up has captivated millions with its innovative concept. We’re not just excited; we’re thrilled to amplify air up’s trailblazing journey, propelling the brand into the heart of America’s conversation on healthy, sustainable hydration solutions. It’s time to reimagine drinking water, and air up is leading this sensory-driven, eco-conscious movement.”

“In our pursuit to find the right partner to elevate air up’s presence in the U.S. market, The Pollack Group distinguished themselves with unparalleled insights and came to the table with a strategic approach that resonated deeply with our mission,” said Laure Marc Martinez, Head of Public Relations at air up®. “Their strategic blueprint for air up captured the essence of the hydration dilemma and mirrored our vision for change. The Pollack Group’s blend of direct client experience and strategic outlook convinced us that they were the right choice for spearheading air up’s narrative as our agency of record in the U.S. Together, we’re set to disrupt hydration with innovation at its core.”