CANS

With CANS — alpine spring water with a hint of fruit — a new beverage entered the market: innovative, urban, and with the ambition to shake up the drinks category.

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Citybeam supported the market entry in Germany and Austria, both strategically and communicatively, with one clear objective: building visibility and excitement in two distinct phases.

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The first phase focused on B2B communication. Through targeted CEO interviews in trade and business media, CANS was positioned as a credible new brand within the market. At the same time, we laid the foundation for long-term media relations, brand image, and brand messaging.

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The second phase marked the move into the B2C market. High-impact launch events in Munich and Frankfurt, influencer activations, and the official debut at ISPO brought CANS into the spotlight. From there, the brand evolved into a mainstream player with strong recognition — authentic, fresh, and future-oriented.

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Citybeam was responsible not only for PR, influencer marketing, and event communications, but also for all German copy across the website, media campaigns, and communication materials. This ensured a consistent, brand-appropriate tone of voice that brought CANS to life across all channels.

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Services

• Strategic communications consulting and launch concept for Germany and Austria

• PR and media relations including CEO interviews in B2B media

• Influencer marketing and community activation

• Event planning and communications in Munich and Frankfurt

• Launch PR at ISPO

• Copywriting for website, media campaigns, and marketing materials

• Transition from B2B to B2C communication