CASE STUDY
air up
The World’s First Refillable Scent-Based Drinking System That Flavors Water Through Scent Alone
Results
Widespread brand awareness and cultural relevance in the U.S
Top tier coverage in USA Today, the Associated Press, People Magazine, and Modern Retail
Successful activations at industry events including Natural Products Expo West, targeted partnerships, and seasonal media strategies
air up, the innovative German brand delivering flavor through scent-based hydration, set out to transform the U.S. beverage space with a concept unlike anything on the market. With a patented technology called Scentaste™, air up needed to educate American consumers, differentiate itself from traditional beverage competitors, and build cultural relevance in a highly saturated wellness landscape. The Pollack Group was tapped to shape the brand’s U.S. narrative, generate buzz, and establish credibility.
The team began by refining air up’s messaging for American audiences, emphasizing the brand’s health-forward benefits, flavor without sugar or additives, its commitment to sustainability, and its playful, relatable voice. Early media efforts secured mentions in trend-driven stories, including features with the Associated Press, introducing air up as both an innovator and a lifestyle brand. Meanwhile, a targeted seasonal holiday strategy secured placements in major gift guides across lifestyle, tech, and wellness outlets, including People Magazine, reinforcing air up’s place as a must-have, trend-forward gift.
Recognizing the cultural conversation around “dupe culture,” The Pollack Group strategically positioned Christian Demers, managing director of North America, as a thought leader on innovation and authenticity. His expert commentary, featured in Modern Retail, further reinforced air up’s position as a serious player with substance in a fast-moving market.
To spark viral conversation, The Pollack Group supported a bold April Fool’s Day campaign centered around a fictitious “pee-flavored” pod. The campaign captured attention across digital platforms and secured national media coverage in USA Today, showcasing air up’s ability to blend humor with disruption.
At Natural Products Expo West, the industry’s premier showcase, The Pollack Group led the media strategy, developed spokesperson talking points, and secured key press opportunities, elevating air up’s credibility among wellness and industry audiences.
Expanding beyond traditional media, The Pollack Group facilitated a strategic partnership with Loosid, a sober-curious lifestyle app with over 300,000 members, connecting air up to health-conscious communities seeking flavorful, alcohol-free alternatives.
