Scent-based hydration brand air up is positioning its new PRO 3 bottle as a practical Christmas gift, as research suggests 44% of Britons would rather receive something practical or essential this year.
Gifting accounts for 58% of the average Christmas budget this year, according to the Institute of Practitioners in Advertising (IPA), while Which? research found that one in four members surveyed would stash an unwanted present in a cupboard or drawer. The figures come as Barclays data shows 40% of consumers are cutting back now so they have more money for the festive period.
The brand is also linking the launch to the popularity of outdoor breaks closer to home. Research from Away Resorts found that 46% of respondents considered UK staycations an ideal holiday, while 20% included walking or hiking breaks among their preferred getaways.
The PRO 3 has a 710ml stainless steel body with double-wall insulation that keeps water cold for up to 12 hours, and a leakproof design intended for carrying in a hiking backpack or everyday bag. It also has a redesigned mouthpiece for quieter drinking.
The bottle uses air up’s Scentaste technology, which relies on scent to create the perception of flavour while drinking plain water, without sugar, sweeteners or flavourings. The PRO 3 is available in Moss Mint, Choco Rose, Pink Grenadine and Desert Sand, priced at £30.
Founded in Germany, air up launched in Europe in July 2019 and has since raised more than €60m over two funding rounds. The company operates in 14 countries, including the US, and employs more than 150 people.
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