Max Luthy of Plink!
Max is the co-founder and CEO of Plink! and based out of Burlington, VT where he lives with his wife and three kids. Before co-founding Plink!, Max spent a decade at global trend firm TrendWatching, where he helped companies like Google, PepsiCo, Disney, and Target innovate for the future. As Director of Trends & Insights, he led a global team across three continents and co-authored the book Trend-Driven Innovation (Wiley). He's also started a record label and a VR company.
Plink! is reimagining hydration with fizzy, flavorful tablets made by two dads who wanted something better for their families and the planet.
Designed for everyday wellbeing, Plink! delivers just-right electrolytes with only 1g of sugar, no artificial ingredients, and zero plastic waste. The brand’s joyful approach to hydration has earned recognition — including BevNET’s New Beverage Showdown win — and distribution in 1,100 CVS stores, GNC, Bristol Farms and more.
what we chat about:
How has listening to your community shaped the brand in ways you didn’t expect?
You’ve said sustainability in CPG is at a breaking point. From your vantage point, why does it feel like sustainability is “dying”? What do you think brands need to get right for it to matter again?
Plink! sits at an interesting intersection of innovation and familiarity. How do you decide when to push consumers toward something new versus meeting them where they already are, especially in a category as habitual as hydration?
IG drinkplink | drinkplink.com
Listen to the episode:
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xx,
Lauren (Hodgen)
Dear Citrus Diaries Host | @ citrusdiaries.studio
Citrus Diaries Studio | Creative Director
If you’re interested in working together, drop me a line: hello@citrusdiaries.com 🍊
