Telling Your Story is Evolving — How Truth and Persistence Built Pickle Juice Into a Global Brand

Описание: Filip Keuppens is the CEO of The Pickle Juice Company, a functional beverage company known for its specialty sports hydration beverage, Pickle Juice®. Under his leadership, he scaled the company from $250,000 in annual revenue to over $10 million, turning it into a global, science-backed brand. Before The Pickle Juice Company, Filip held sales roles at major firms, including 20th Century Fox, Warner Home Video, and Kraft Heinz.

Here’s a glimpse of what you’ll learn:

• [0:00] Intro
• [2:11] How Filip Keuppens joined The Pickle Juice Company and grew it from a small side project into a global brand
• [3:45] The biggest misconception about Pickle Juice® and how the company differentiates its product from pickle brine
• [7:03] Lessons Filip learned from his early days of entrepreneurship
• [12:52] The Pickle Juice Company’s experiential marketing strategy
• [18:26] How The Pickle Juice Company evaluates ROI from events and focuses on authentic, lifestyle-driven users
• [25:35] Filip’s philosophy for differentiating products in the market
• [30:02] Balancing brand identity and a company mission with growth
• [34:13] How ethical business practices and sustainability guide decisions
• [39:42] Filip shares his leadership approach
• [55:04] The Pickle Juice Company’s acquisition by private equity
• [1:01:49] What Filip learned about team collaboration from playing rugby

In this episode…

Building a brand that stands out in a saturated market isn’t just about clever marketing or bold claims; it’s about proving your worth through tangible results. How can you create something so authentic that your customers become your loudest advocates?

According to consumer product growth and brand strategy veteran Filip Keuppens, building an authentic brand starts with truth, humility, and action. Instead of controlling the narrative, he advises leaders to let users experience the product and share honest feedback, even if it’s negative. Additionally, showing up, listening, and leading by example is the foundation for lasting growth and team trust. Genuine credibility can’t be bought; it’s earned through consistency and transparency.

In this episode of the Up Arrow Podcast, William Harris welcomes Filip Keuppens, CEO of The Pickle Juice Company, to discuss building authentic brands through action and accountability. Filip shares how experiential marketing fuels sustainable growth, why staying humble helps scale culture, and what it means to lead with integrity.

Resources mentioned in this episode:

• William Harris on LinkedIn -   / wmharris  
• Elumynt - https://elumynt.com
• Filip Keuppens on LinkedIn -   / fkeuppens  
• The Pickle Juice Company - https://picklepower.com
• Matt Kovacs on LinkedIn -   / mattjkovacs  
• The Second in Command: Unleash the Power of Your COO by Cameron Herold - https://www.amazon.com/Second-Command...
• Saints on Instagram - https://www.instagram.com/reel/DOB8ab...

Sponsor for this episode...

This episode is brought to you by Elumynt. Elumynt is a performance-driven e-commerce marketing agency focused on finding the best opportunities for you to grow and scale your business.

Our paid search, social, and programmatic services have proven to increase traffic and ROAS, allowing you to make more money efficiently.

To learn more, visit https://www.elumynt.com