A lot of people have been talking about "purpose" for some time now. However, the brand that today's episode focuses on carries its purpose on every single label. "Stop The Water While Using Me" is the name of the personal care brand that aims to get consumers to turn off the faucet just by its name alone.
It was invented a dozen years ago by advertiser Stephan Kolle together with Tarek Müller, the co-founder of the online fashion retailer About You. The two had recognized that large corporations are rather bad at building young, fresh brands. So, the two creatives simply invented one themselves.
"Stop The Water While Using Me" not only has an extraordinary name but also pursued extraordinary paths in distribution from the very beginning: its soaps, shampoos, and lotions are primarily available in design hotels—the places where higher-earning people tend to shower and thus inevitably come into contact with the brand.
Today, STW—as it is abbreviated—is part of the Beiersdorf Group and is lathering up people in 30 countries. It is led by Thurid Kahl. The manager was previously responsible for NIVEA before she took over the CEO chair at STW two years ago. Thurid explains to us, among other things, why small brands absolutely need independence, why her product will likely not be found in Best Western hotels, and what it means to take the trendy concept of "purpose" truly seriously.