61 min listen
air up® Co-Founder Lena Jüngst leads Rory by the nose - to the water!
air up® Co-Founder Lena Jüngst leads Rory by the nose - to the water!
ratings:
Length:
54 minutes
Released:
Jan 10, 2024
Format:
Podcast episode
Description
ALF Insight’s monthly podcast is back! In Series 3 host Rory Sutherland chats with leaders and marketers at big name and challenger brands about their successes, challenges and opportunities for growth.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.If you want to do business with the UK’s leading brands Request an ALF Insight demo.Now you can nominate your business development heroes and attend the ALF Awards 2024 click here. Hosted on Acast. See acast.com/privacy for more information.
Released:
Jan 10, 2024
Format:
Podcast episode
Titles in the series (46)
Being a challenger brand: Rory is joined by John Schoolcraft, Global Chief Creative Officer for Oatly, and Jen Charon who is Co-Founder of LoanHood, as they discuss creative strategies and how to influence and encourage behaviour change. Plus, they chat about how Covid-19 has c... by On Brand with ALF & Rory Sutherland