Air Up, the bottle brand that allows you to experience the sensation of drinking flavored water through aromas, has launched a new communication platform to boost its growth in Europe. The company, which has built a good part of its business through direct sales to consumers and its digital presence, seeks to expand its notoriety and connect with new audiences at a time when it is strengthening its distribution in physical stores. To achieve this, it has opted for an international campaign, produced entirely in Spain using artificial intelligence and developed by a creative team that recovers part of the talent of the historic agency El Sindicato, with the participation of José María Piera, Julio Wallovits and Txema Alguacil.

The campaign, which we have been able to access from reason.Whywill be deployed in Germany, the United Kingdom, France and Italy – although its dissemination in Spain is not planned – and its launch represents the beginning of a new brand narrative that will initially feature four advertisements, in addition to their corresponding adaptations and versions for different channels.

The new platform seeks to expand the role of advertising in Air Up’s strategy, incorporating communication aimed at building brand and notoriety, in addition to actions aimed at generating sales. “Being part of Air Up is an exciting adventure that opens up endless opportunities to connect with consumers”said Cristina Kenz, CEO of the company. Kenz has a history linked to brands such as PepsiCo, Danone and Kraft Heinz. Precisely in the latter, he coincided professionally with José María Piera in the development of the “Ridiculously Late” advertising platform for Heinz tomato sauces, a work highly recognized in creativity competitions.
The board considers that the incorporation of José María Piera, Julio Wallovits and Txema Alguacil has brought a new dimension to Air Up’s marketing, combining creative criteria, new ideas and an execution that seeks to surprise.

Four advertisements produced with artificial intelligence in Spain

The campaign stands out for its production model. And, as the creative team explains to us in statements to reason.Whythe pieces have been developed entirely using artificial intelligence in Spain, with the participation of two production companies: Cósmico and TitBit.

The first ad, titled “New Sponsor”, will have a presence on YouTube and Meta and has been produced by Cósmico, with Ricardo Carrasco as executive producer and directed by Agus Berruezo and Javi Navarro. The team has also had the collaboration of Marina Rull as producer, with specialists in artificial intelligence and the participation of Pivo Studios for the production of the final posters. The spot recreates the aesthetics of a television advertisement from the 1950s. On a black and white set, a couple of presenters show a bottle of Air Up to the cameras, with an orchestra in the background. The product, which retains its pink color, stands out from the entire scene and stars in a demonstration in which the man’s looks, gestures and surprise after drinking build the humorous tone. The piece thus plays with the contrast between the advertising codes of another era and the brand’s contemporary proposal.

The collaboration between both production companies will extend to the following pieces planned for the platform. These include a special campaign for Christmas and other ads that will explore more marked humor. One of the next works will also incorporate an avatar of Tim Jagger, one of the founders of Air Up, as part of the creative action.

The use of artificial intelligence is proposed, precisely, as part of a production model that will allow the development of different versions and content for multiple channels and constitutes a new example of how audiovisual generation tools are entering international advertising projects, opening up creative possibilities and modifying the work processes of agencies and production companies.

Creativity to build brand, with sales as a measure of effectiveness

As explained to us by the team responsible for reason.Whythe company has an advanced Marketing Mix model and attribution tools that allow analyzing the contribution of different advertising actions to business results. The intention is to use this information to adjust investments between pieces and channels, combining awareness objectives with commercial response indicators.

This approach reflects one of the common challenges of brands born in digital environments: expanding their investment in brand building without losing the capacity for analysis and optimization that characterizes their direct acquisition strategies. At the moment, no results of the new campaign have been reported but the team plans to have a first evaluation at the beginning of 2027, once the following pieces have been released.

“I am confident that this new brand platform will translate into greater awareness and growth for Air Up”José María Piera explained in statements to this medium. The creative believes that the work combines originality, entertainment and the capacity to surprise, although he emphasizes that the true measure of its effectiveness will be to see if it manages to connect with the needs and beliefs of the public.

Air Up’s proposal is based on a mechanism known as retronasal perception, by which aromas contribute to generating the sensation of flavor. Its bottles incorporate aromatic capsules that allow the consumer to perceive different flavors while drinking water without sugar or additives intended to modify its flavor. The company has developed its growth by relying especially on e-commerce, performance marketing and direct relationships with its consumers. However, its expansion into physical commerce raises new communication needs: increasing brand awareness among audiences less familiar with the product and explaining a proposal that, due to its operation, may be difficult to understand without experiencing it.