This Water Brand Is Flavored By Scent, Here’s How Mother Design Led The Creative

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There’s an old joke about how La Croix tastes like sparkling water if someone yelled the flavor at you across the room while you took a sip, to which I couldn’t agree more. But what about water that’s flavored solely through its scent? It sounds like something from Black Mirror or Willy Wonka & The Chocolate Factory

But that’s what the brand Air Up promises—flavored water just from the smell of it. No added sugar. No additives. Nothing. Just water.