Together with Pierre Demangers and Kärcher Nederland, we built Drinkgezond.com from the ground up. The starting point was a product: Kärcher water filters for the Dutch market. The ambition was bigger than that.

Over four years we shifted the model from product-led to platform-led. Informed by both quantitative and qualitative research, the new approach introduced a full ban on disposables and a product-swap system for corporate clients. Less waste, better uptime, and a story that resonated with consumers who expected more from the brands they chose.