How STARP Ditched the Cans and Sparked a Hydration Habit

At STARP, a young and ambitious sports marketing agency, energy and clarity matter, both on the field and in the office. As the team grew, so did the need for a better hydration setup. Their fridge was filled with canned drinks, bottles of sparkling water, and the usual tap water fallback.

It worked, until it didn’t.

The team wanted less hassle, less waste, and more choice. That’s when they discovered Aquablu and made a simple switch that brought hydration, sustainability, and flexibility into one sleek system.

THE CHALLENGE

“We wanted to reduce the hassle with the cans, especially now with the whole bringing them back to where they came from.”
— Carolien van 't Hek, Managing Partner, STARP

Too many cans. Too much hassle.

In their early days, STARP stocked the office with:

• Store-bought canned drinks

• Bottled sparkling water

• Regular tap water

It was functional, but far from ideal. Cans created clutter, and managing returns and orders added unnecessary friction to office operations.

“We’re a young startup ourselves. We like to support initiatives that help simplify and do better.”
— Carolien van 't Hek

THE SOLUTION

Hydration that fits startup energy

“We didn’t compare, it just felt like the right fit.”
— Carolien van 't Hek

STARP didn’t spend weeks comparing options. When they came across Aquablu, it made immediate sense.

Here’s what made it work:

• Brought in Aquablu REFILL+, offering still, sparkling, and flavored water all in one sleek system

• Replaced all bottled and canned beverages

• Encouraged reusable bottle use for a more sustainable office routine

• Gave the team more variety, less waste, and fewer supply issues

“It’s the multi-use of it, different flavors, sparkling and flat water. That all combined made sure we could get rid of the cans and bottles.”
— Carolien van 't Hek

They briefly considered home-style carbonation machines but found the experience less compatible with office use.

“Everyone would need their own compatible bottle. So yeah, pass.”
— Carolien van 't Hek

THE IMPACT

A hydration habit the team genuinely enjoys

Since switching to Aquablu, STARP has seen a clear shift in how the team hydrates, interacts, and engages throughout the day.

• More people are drinking more water: The variety of flavors and sparkling options has made hydration more enjoyable, especially during warmer months.

• Sparkling water became a team favorite.

“I'm a big fan of the sparkling, and people are very bothered when it’s not there.”
— Carolien van 't Hek

• Certain flavors create loyal fans: Red fruits, which contains caffeine, has developed a cult following among team members looking for a midday boost.

• Minimal cost difference, maximum improvement: While overall drink costs remain about the same, the value feels higher with fewer complaints, less waste, and more consistent use.

“Aquablu is being used often; people are very happy with it.”
— Carolien van 't Hek

A sleek, smart, startup-friendly setup

Aquablu’s design mattered too. STARP didn’t want something bulky or clinical. They wanted something modern and intuitive.

“I really like the way it’s served now. It’s a simple, slender machine with the cabinet underneath. It looks good and it makes sense.”
— Carolien van 't Hek

Aquablu didn’t just replace Starp's drinks. It fit their culture and made staying hydrated feel like less of a chore and more of a choice.

“It’s a great solution for your team, to help them hydrate, give them choices, and lower your hassle with plastic and cans.”
— Carolien van 't Hek