Health and wellness is big business these days.

Consumers are actively taking greater control over their wellbeing and their lifestyle like never before, and they’re prepared to back the brands that can meet their needs with effective, sustainable, scientifically proven products or services.

One such brand is Germany-based air up – a groundbreaking start-up retailing refillable bottles that add flavour to plain drinking water through nothing but scent. The technology behind their products is radical and innovative and so, too, is their approach to building and maintaining connections with their audience. Here, we speak with air up’s Head of Customer Engagement Thomas Staudte who describes the story behind the brand’s exponential growth. He dives into the initial challenges he faced when he came into the company, the core elements that underpin his communication strategy, his learnings relative to implementing generative AI, his digital roadmap over the next 12 months, and a whole lot more.

Dig in.