The 12-month campaign, brokered by Ink between its long-standing airline partner and one of Germany’s most dynamic, new lifestyle brands, will kick off in November 2020, bringing wkup®’s live-life-to-the-max ethos directly to Eurowings passengers through print, digital and social channels, including the airline’s award-winning inflight magazine Wings. The wkup® Coffee Shot will also be available onboard all Eurowings flights from November 2020.
wkup® Coffee Shot was created by 10X Innovation, a Berlin-based start-up incubator launched by the Melitta Group in 2018 with a brief to create industry-leading products. Invented to provide a quick and effective all-natural caffeine-kick in a uniquely compact 90ml size, it’s an ideal travel mate – well-matched for a collaboration with Eurowings.
Joint CEO of Ink, Simon Leslie said: “We are thrilled to have arranged this new deal – and even more thrilled to be working with 10X Innovation which is part of one of Germany’s biggest best-known companies, in the form of the Melitta Group. It marks a great moment in these challenging business times, as it shows tremendous vision from 10X Innovation in understanding the power of inflight audience. They fly, buy and consume in huge numbers and the early indication on upcoming ticket sales for autumn and winter 2020 is very promising.”
The Melitta Group is an internationally operating group of companies and is one of the leading independent family businesses both in Germany and abroad. Melitta's main activities are the development, manufacture and sale of branded products for the enjoyment of coffee, for the storage and preparation of food and for household cleanliness. More information can be found on its website.