Insight Out: Bold Marketing at Everdrop with David Löwe
David Löwe, co-founder of “Future Brand of the Century” everdrop, shares his marketing philosophy in our interview. He reveals the role played by bold marketing in communicating a sustainable vision to both early adopters and the wider public.
Marketing’s boldest voices: How everdrop uses creativity to put sustainability at the heart of marketing
“Be bold. Move forward.” is the motto for DMEXCO 2025; and it’s a principle that’s also embodied by everdrop. The impact start-up based in Munich, Germany, is driven by a sustainable vision – which means it faces the challenge of making sustainability in marketing cool again. In an interview for our new series “Insight Out: Marketing’s Boldest Voices,” David Löwe explains how everdrop is successfully taking on this challenge.
About David Löwe
David Löwe is the co-founder and CEO of everdrop, an impact start-up based in Munich, Germany. everdrop’s products help people and companies reduce their environmental footprint in everyday life. The company’s vision of making a sustainable lifestyle the new normal has earned it multiple awards, including recognition as a “Future Brand of the Century.” everdrop has been a Certified B Corporation since 2023.
What’s been your boldest marketing move so far – and why would(n’t) you do it again?
David Löwe: The launch of our Naked Tabs in 2020 was a bold move for various reasons. First of all, these dishwasher tablets were a deliberate break from the norm, because they were entirely free of PVA film – we wanted to use the tabs to raise awareness of the fact that conventional household products all too often contain completely unnecessary plastic. For the accompanying campaign, “Better naked than wrapped in plastic,” a number of influencers and celebrities posed in the nude – that was an example of bold marketing at everdrop. By 2024, this daring approach had paid off, not least when our Naked Tabs were awarded top marks by German consumer organization Stiftung Warentest. To date, the product has saved over 250,000 m² of plastic film – enough to cover at least 35 soccer fields. I would make the same move again in a heartbeat. It embodies what we believe in: innovative products, a confident attitude and real impact.
Imagine you had to start your marketing campaign from scratch tomorrow – with an unlimited budget: What’s the first thing you would do differently?
David Löwe: Wow, I can think of lots of things. But my top choice would probably be to set up a gigantic creativity and data lab – complete with a studio, real-time testing and an agile creative team. Because we know that fast, data-driven content production is vital, especially for paid social. We work like this as much as we can, of course. But scaling it up with a whole creative army of cool people and AI support would be so much fun.
How can you tell whether marketing transformation is really making a difference?
David Löwe: In my view, true marketing transformation doesn’t manifest itself solely in KPIs or sales figures – but rather in a genuine shift at the heart of our society. That moment when we see people change their day-to-day behavior because they’ve understood that there’s an easier, better and more sustainable way to do things. When it’s not just early adopters who buy our products, but also people who never even stopped to think about single-use plastic or refills before – then something really is changing. And that’s exactly what our vision is at everdrop: to make sustainable living so easy that it becomes the new normal in our society.
Where do your best ideas come from – when you’re not in marketing mode?
David Löwe: They often occur to me when I’m out in nature. When walking along the banks of the Isar river. When playing with my daughter. Or when listening to podcasts that broaden my perspective – it doesn’t matter if they’re about marketing, health or philosophy.
But most ideas still come to me in the context of everdrop – in discussions with colleagues, when we’re in a creative flow together or brainstorming a challenge as a team. I need and value creative sparring with others above all else.
everdrop shows that green marketing can also be bold
With their bold marketing at everdrop, David Löwe and his team demonstrate how this approach can be put into practice. everdrop also sets an inspiring example through its ambitious vision of guiding our society toward a new, sustainable way of life.
Want to hear more bold voices like David Löwe’s? Then come to DMEXCO 2025! On September 17 and 18, the digital marketing and tech sector will gather in Cologne with the motto “Be bold. Move forward.”
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