Imagine this: You’re the only German in a fully Dutch company, tasked with the monumental job of expanding an already beloved brand into your home country. That’s exactly the adventure I embarked on with Sapje, the Dutch organic juice company known for their cute glass bottles and honest ingredients. They’re the juice brand of the Netherlands, and now they’ve set their sights on Germany with a new name—Justy. And who better to lead the charge than, well, me!
Welcome to Sapje: The leader in the Dutch juice world
Sapje isn’t just another juice company. Picture this: rows of colorful, perfectly designed glass bottles filled with the healthiest, tastiest organic juices, smoothies, and shots you can imagine. These aren’t just drinks; they’re tiny, nutritious masterpieces. Everything is made with honest ingredients, free of artificial nonsense. Sapje’s success in the Netherlands is undeniable, and now they want a slice of the German market.
My role: The German among the Dutch
As the only German in the company, I was handed the mission of bringing Justy to life in Germany. No pressure, right? Armed with the wealth of information and marketing materials from Sapje’s success in the Netherlands, I set out to conquer the German market from scratch. This was more than just a job; it was a journey back to my German roots, a crash course in influencer marketing, and a deep dive into the habits of my fellow Germans.
The challenge of reconnecting with my German self
It had been four years since I’d really immersed myself in German culture or language, so diving back into the German business was like rediscovering a part of myself I’d left behind. I had to not only translate Dutch materials into German but also adapt them to fit the German mindset. This meant learning (or re-learning) the subtle nuances of how Germans think, work, and of course, drink their juices.
Translating Dutch into German wasn’t just about language; it was about cultural translation. What works in the Netherlands doesn’t always fly in Germany. Trust me, the Germans are sticklers for precision.
Creative freedom: My secret to success
One of the best parts of my internship was the creative freedom I was given. Sapje (now Justy in Germany) trusted my intuition and let me experiment with different marketing strategies. I created social media campaigns, designed influencer partnerships, and even got to brainstorm product names. Having that level of trust and freedom was both exhilarating and terrifying. But hey, who doesn’t like a good challenge?
Fun Moments
Of course, not everything was smooth sailing. There were plenty of laugh-out-loud moments. Like the endless debates over whether “Gesundheit” or “Prost” was the appropriate way to toast with a green juice.
Reflecting on my internship, I realize how much I’ve grown, both professionally and personally. I’ve reconnected with my German heritage and could finally put my marketing skills to use. And most importantly, I’ve helped bring a little piece of Dutch juice magic to Germany.
So, here’s to Sapje, Justy, and the wild, wonderful ride of expanding horizons—one cute glass bottle at a time. Prost! Or should I say, Gesundheit?