We repositioned SQUAREDCIRCLE, the first Dutch non-alcoholic functional drink, with a new focus on nightlife and the music scene. To build authentic brand love, we introduced it behind the scenes at key Amsterdam clubs like BRET, Lofi, Levenslang, Tilla Tec, and Shelter, as well as at festivals like NoArt. This grassroots presence evolved into a full summer consumer activation in the courtyard of Lofi.

We also facilitated its addition to the menu at Soho House Amsterdam by connecting with the London team, paving the way for potential rollout across other locations.

To amplify media exposure, we engaged Esmee Langereis, the leading No & Low journalist in the Netherlands. She featured SQUAREDCIRCLE in PS Het Parool and named it Best Alcohol-Free Functional Drink at the 2025 What To Drink Awards.