The Big Question: Can a viral sensation become a global brand?

Air Up, a European water bottle brand founded in 2019 by a team of students, has gained viral popularity through social media platforms like TikTok and Instagram. Today, the company sells over 15 million bottles and 200 million interchangeable pods across the continent. But can a viral sensation truly become a global brand?

Cristina Kenz, the CEO of Air Up, joined Euronews Business' The Big Question to shed light on the company's journey. With an impressive background in the fast-moving consumer goods (FMCG) industry, Kenz has previously worked for multinational giants such as PepsiCo, Danone, Kraft Heinz, and the company behind Burger King.

Air Up's unique product lies in its reusable bottle and interchangeable flavor pods, which dispense flavored water through a scent-based mechanism called 'scentaste'. This innovative approach has attracted high-profile investors, including Ashton Kutcher, Mila Kunis, and PepsiCo.

Kenz outlined the company's growth stages, from initial hype and virality to the current focus on habit-building. She emphasized the importance of repeat use, stating that their goal is to make Air Up a part of customers' daily routines. To facilitate this, the brand has established over 15,000 retail points of sale across Germany, France, Italy, and the UK.

While Air Up has not prioritized a rapid international expansion, the company is exploring potential partnerships in markets such as Korea, Mexico, Vietnam, and Japan. However, the CEO clarified that an IPO is not currently a priority for the brand. Instead, Kenz believes that establishing a repeatable model and achieving customer habits is the key to successful global expansion.