Behind NATRUE is the Spanish company Liquats Vegetals, a pioneer in plant-based beverages in Europe with over 30 years of expertise. Established in Spain since 2004 under the name YOSOY, the brand operates in Germany under the name NATRUE and has been available in retail since 2025. The promise: honest products with minimal ingredient lists, free from additives and added sugar.

“In the competitive market for plant-based drinks, we don’t just want to be part of the mix – we want to stand out,” says Anna Rovira, Marketing Director at Liquats Vegetals. “In ZUCKER. we have found an agency that not only understands our uncompromising brand identity, but brings it to life creatively.”

ZUCKER.Kommunikation will support the next growth phase both strategically and operationally. The focus: brand building with conviction. The mandate includes media relations, influencer relations and the development of high-impact PR activations at the intersection of lifestyle, nutrition and shifting societal values.

“A brand without additives, an agency without detours – it’s a perfect match. We look forward to putting NATRUE on the map in Germany,” says Patrick Lithander – ZUCKER. Growth Officer – on winning the pitch.

At the heart of the event was the Toe-to-Toe DJ Soundclash: four DJs went head-to-head in an electrifying musical battle, competing for a spot in the grand finale in Milan. From the very first minute, the audience became an active part of the format, with their energy deciding who moved the crowd the most.

The night was hosted by Urban Boutique, one of Berlin’s most renowned event collectives, who guided the evening with charm, euphoria and a strong sense for the moment, ensuring consistently great vibes throughout. Between the DJ battles, guests had the opportunity to experience the new New Balance 1000 colorways up close and try their luck at the claw machine to win cool prizes – an experience that seamlessly connected product and culture.

Prince Charles became an urban stage for sneaker and music enthusiasts alike. Dancing, celebrating and networking continued late into the night, driven by the shared spirit of two brands that live and continuously evolve street culture. An evening that demonstrated how music, fashion and community can come together – loud, authentic and full of energy.

The fans’ reaction was overwhelming: every single flower found a new owner after the concert and brought a smile to someone’s face. For the winning couple of the Meet & Greet, the evening held a special highlight after the show. In a relaxed backstage atmosphere, the two lucky ones met GReeeN in person, before he gifted them a magnificent bouquet as the crowning finale. The artist himself was also farewelled with a floral gesture, posing in front of the camera with his own bouquet, visibly delighted.

An evening that resonated far beyond the concert – and impressively demonstrated the value and meaning flowers bring to our lives.

Photo credits: (c) Toni Jahn / Foot Locker

Berlin, October 9, 2025 – Berlin-based lifestyle agency ZUCKER.Kommunikation has won the PR account for flex office provider Mindspace following a successful pitch process. The collaboration begins immediately and includes strategic communications consulting as well as the development and implementation of a nationwide PR strategy in Germany.

Mindspace operates locations in Berlin, Munich, Düsseldorf, Frankfurt and Hamburg, offering flexible, design-oriented workspaces for corporates, freelancers, start-ups, entrepreneurs and creatives. The locations are characterized by their modern interiors, central locations and community-focused atmosphere.

ZUCKER.’s scope of work includes location and brand PR, creative campaigns and positioning Mindspace as a leading provider of modern flex office solutions in the German market.

“With ZUCKER., we’ve found a partner who shares our vision and approaches our collaboration with fresh ideas and great energy,” says Peter Demidov, General Manager at Mindspace Germany.

Berlin, September 25, 2025 – ZUCKER.Kommunikation, the Berlin-based lifestyle agency with 25 years of market presence, is strengthening its leadership team: Patrick Lithander joins as “ZUCKER. Growth Officer” (ZGO), focusing on digitalization and business impact.

“Now is the right time to give PR a development boost in order to respond to consumers’ changing communication behavior. AI is shaping the way people consume and perceive content. Brands need smarter ways to remain present in this dynamic environment,” explains Lithander, who brings over 15 years of experience in digital communications, including roles at C3, fischerAppelt and valtech. Together with the ZUCKER. team, he immediately secured a major new client in a competitive pitch, with collaboration starting in October.

His mission: to further expand ZUCKER.’s position as a leading lifestyle agency that delivers sustainable growth for clients. “Our strength has always been surprising clients with creative ideas. Going forward, we will combine this approach with a stronger focus on measurable business impact,” says the 52-year-old. To achieve this, he relies on performance-driven PR strategies designed to resonate with both people and machines.

For ZUCKER. clients such as Foot Locker, E WIE EINFACH, or Plants & Flowers Foundation Holland, this means: proven lifestyle expertise becomes increasingly data-driven. “Connecting people with ideas has always been our approach. Now we’re making it measurable,” Lithander summarizes. The newly convinced football fan (supporting, of course, FC Viktoria’s women’s team) is working with the team to position ZUCKER. as “the lifestyle agency that makes brands visible in the AI era.”

From start to finish, the evening was infused with the magic of colorful blossoms. Fragrant sunflowers, carnations, chrysanthemums, gerberas and orchids set the atmosphere. In the Flower Booth decorated with natural flowers, fans were able to capture memories and simultaneously join a raffle for a Meet & Greet with the artist by posting with the hashtag #GReeeNFlowerNotes. Even during his performance, GReeeN made the connection with his audience tangible through flowers. He handed out blooms directly from the stage, personally reaching them into the crowd. And those who didn’t catch a flower from his hand were not left empty-handed: at the GReeeN Flower Bar, more than 2.500 flowers with special messages from the artist – the GReeeN Flower Notes – awaited them. Messages such as “Chrysanthemums stand for happiness and health – both of which I truly wish for you. Take good care of yourself” or “With this carnation I just want to say: thank you. For your support, for your energy, for everything.” In this way, every visitor was able to end the evening with a personal message full of positive energy.

The fans’ reaction was overwhelming: every single flower found a new owner after the concert and brought a smile to someone’s face. For the winning couple of the Meet & Greet, the evening held a special highlight after the show. In a relaxed backstage atmosphere, the two lucky ones met GReeeN in person, before he gifted them a magnificent bouquet as the crowning finale. The artist himself was also farewelled with a floral gesture, posing in front of the camera with his own bouquet, visibly delighted.

An evening that resonated far beyond the concert – and impressively demonstrated the value and meaning flowers bring to our lives.

The account includes the continuation and further development of E WIE EINFACH’s communications in the areas of lifestyle and e-sports, CEO communications, as well as press relations around the company’s involvement in various festivals and events.

The client says: “We were convinced by the overarching approach that positions E WIE EINFACH as an energy brand for a young, digital target group, while at the same time building a bridge to corporate communications,” says Roman Zurhold, who has been heading corporate communications at E WIE EINFACH and its sister brand eprimo since 2024.

E WIE EINFACH is the energy provider for the mobile generation, with a focus on individuality and digitalization. Its offering includes electricity and gas tariffs that can be combined with desired products. All offers stand out for their clarity, transparency and award-winning customer service.