scent-flavored hydration

scent-flavored hydration

air up® is the world's first refillable drinking system that adds flavor to water through scent alone.

Here’s what you need to know:

I joined as the US team’s sole writer one month before launch, and swiftly crafted every single piece of copy you’d have seen on the website—from our compelling brand story and flavor descriptions to the intricacies of how the science works. Social media. Voiceover scripts. Product launches. Seasonal campaigns. All of it.

air up® is the world’s first scent-flavored hydration company. German-engineered and beloved across 9 European countries (and counting!), the one-of-a-kind technology adds flavor to plain water through scent—shoutout to the olfactory system. The global company is backed by the likes of Ashton Kutcher and PepsiCo (casual), and made its US debut in June 2022.

Here’s a sample of my work.

Product copy.

FWIW: In consumer testing, our puns were cited as a big factor in people’s decision to purchase.

Making scents of the science.

If you haven’t heard of scent-flavored hydration, it’s because the concept didn’t exist before air up®.

Watch:

Watch:

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