GO-TO-MARKET / LAUNCH
SWEDISH LAUNCH OF AIR UP
Challenge
air up is the world’s first water bottle that flavors water by scent alone. Through a combination of neuroscience and design, air up has created a simple way to turn regular tap water into flavored water with the aim to increase drinking of tap water among all age groups - specially young adults. Story was responsible for the PR-launch in the Swedish market, with the aim to create a hype for the brand, short and long term.
Solution
Story focused on creating a strong PR strategy that would both create a hype short term, as well as keep the brand and the product relevant long term. Focusing on the product’s high level of innovation, design and sustainability, the aim was to present the product as more than a quick fad. A careful strategy in regards to reaching the right media with the right messages at the right time, created broad visibility for the brand and the product with large effects on sales.
Results
Ask any teen what air up is and you will find the answer. The bottle has visited TV4 Morning News, been described as ”One of the hottest trends this Autumn” by Elle Magazine, full page article in KING Magazine. In the first few months, air up has been featured in more than 30 articles reaching close to 6 million Swedes.
