How Huble Helped Spadel Launch and Sell Out Its Latest Product in Two Months

A bold vision for a new market

When Spadel’s innovation team first pitched the idea for SPA Fountain, they knew they needed to take a different approach.

 

"We had explored launching a B2B business in the past, but ultimately didn’t move forward with it," recalls Nicolas Morlet, Business Leader of this strategic project for Spadel. "This time, we decided to go in a completely different direction, adopting a more startup-like strategy to build everything from scratch—quickly."

 

Spadel, a Belgian family-owned group specializing in natural mineral waters and refreshing beverages, reported a turnover of 379,3 million EUR in the first half of 2024.

 

The vision was clear: offer businesses a flexible, sustainable alternative to traditional bottled water, reducing reliance on single-use plastics. But achieving this required a major shift.

 

Unlike Spadel’s established retail model, SPA Fountain would operate as an automated, subscription-based service.

 

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Headshot Nicholas Morlet
Nicolas Morlet
Spadel

"Launching SPA Fountain was an entirely new challenge for us. We had a strong retail business, but shifting to a B2B subscription model required a complete rethink of how we engage customers. We needed to move fast while ensuring we maintained the premium quality and service that Spadel is known for."

Overcoming B2B Model Challenges

Even for a company of Spadel’s size, launching this kind of B2B initiative came with key challenges:

 

  • No existing infrastructure for B2B e-commerce: While Spadel had robust retail distribution systems, it had never used HubSpot or built a direct-to-business digital framework.

  • Balancing automation with sales involvement: The platform needed to cater to small & medium businesses with an efficient self-checkout while also supporting larger enterprises that required engagement from Spadel’s sales team.

  • Early marketing struggles: We started the SPA Fountain campaign at the bottom of the funnel due to the quick setup of keyword targeting. Despite an initial high cost per lead that didn't meet our goals, we learned that a full-funnel approach, focusing on awareness and broader channel reach, was key to the successful market entry of SPA Fountain.

  • Technical limitations: At the outset of the project, it became clear that the automated payment solution originally envisioned within HubSpot would not meet the business’s requirements. As a result, an alternative payment solution had to be integrated to effectively address the majority of client needs for the MVP.

  • Evolving priorities: As the project gained traction, more departments within Spadel became involved, leading to shifting requirements and added complexity.

 

Headshot Nicholas Morlet
Nicolas Morlet
Spadel

"Despite these hurdles, the team remained convinced they were onto something big. We knew if we could get the strategy right, this could transform how businesses access sustainable water solutions."

Building a new business model from scratch, quickly

To bring SPA Fountain to market quickly, Spadel partnered with Huble to design and launch a fast, scalable e-commerce platform. The aim was to rapidly test the project's viability by selling 200 machines and proving its business potential.

 

The platform was built not only for speed and scalability but also with enough operational depth to enable the finance team to reconcile sales, payments, and accounting — ensuring a smooth experience for both small businesses and larger corporate clients.

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Huble’s approach focused on speed, efficiency, and adaptability.

01

E-commerce Integration

A fully functional e-commerce platform was developed with HubSpot serving as the front-end of the shop, while an external payment system was integrated through Ezo to handle transactions.
02

Sales Process Automation

For smaller customers, an automated self-checkout process was implemented using Stripe, while larger accounts were managed through HubSpot deal pipelines with the HubSpot Commerce Hub, allowing Spadel’s team to guide them through a structured B2B sales process.
03

Adaptive Marketing Launch

To accelerate demand, a multi-channel digital marketing strategy was launched across Google Ads, Meta, and LinkedIn. While early results were challenging, the team adjusted the approach in real-time. 
04

Premium Brand Design

Beyond just functionality, Huble helped ensure SPA Fountain had a premium brand presence from day one. This included designing all visual assets, such as 3D product renderings, website creatives, and ad content, aligning everything with Spadel’s established brand identity.

Project Milestones 

As the project rolled out in phases, the team remained agile:

 

  • MVP Development & Testing (Sep 2023 – Apr 2024): The first version of the site was built, demand was tested, and the product offering was refined.
  • Official Launch (May 2024): The e-commerce platform went live, though initial campaigns revealed high customer acquisition costs.
  • Strategic Optimization (June – Sept 2024): Adjustments to the media strategy reduced costs and improved conversion rates.

 

Then, something remarkable happened. Within just two months, SPA Fountain hit 200 machines sold—faster than anyone had anticipated.

Headshot Nicholas Morlet
Nicolas Morlet
Spadel

"We are excited… and a little overwhelmed. We had to pause marketing just to keep up with demand. It was a great problem to have, but it also meant we needed to rethink our supply chain strategy sooner than expected.”

From concept to market in record time

What started as an ambitious idea quickly turned into a resounding success. In just two months, SPA Fountain exceeded expectations, proving that a well-executed strategy, backed by data, automation, and strategic marketing, could drive rapid adoption in an untested B2B market.


But it wasn’t just about selling machines; it was about building a brand from the ground up and learning what worked—fast.

From Launch to Traction

6M+ Impressions on Meta

51 purchases driven by Google Ads

200 Machines sold in the first two months

Key achievements

  • 200 machines sold in the first two months: demand was so strong that Spadel had to temporarily pause campaigns to keep up with supply.

  • Over 6 million impressions on Meta, making it the most effective platform for driving awareness and positioning SPA Fountain as a premium, credible solution in the B2B space.

  • Google Ads led the way in conversions: delivering 125 total conversions at a CPL of €96.15, with 51 direct purchases at a cost of €235.67 per sale—proving its ability to attract high-quality, conversion-ready users.

  • A full-funnel marketing approach paid off, increasing lead generation while drastically lowering the cost per lead over time.

  • Adapting in real-time was critical: initial campaigns on LinkedIn struggled to drive conversions, but still played a vital role in boosting brand credibility within the B2B space. To counter rising costs, a ‘website visitors’ retargeting campaign was launched, maximizing conversions at a lower cost.

  • Knowing the audience made all the difference: the Purchase & Facility Manager segment drove the highest conversion volume, with 19 purchases and 11 leads, proving that targeting the right decision-makers was key to success.

  • Language and creative choices mattered: despite French and Dutch traditionally performing best on Meta, English creatives resonated most with Purchase & Facility Managers, driving 5 purchases. On LinkedIn, the Dutch image and copy for HR Managers delivered the best performance, generating 2 conversions.

Next steps: scaling up for the future

With phase two underway, the focus now shifts to scaling further, targeting 1,000 units sold while enhancing the e-commerce experience and payment infrastructure.


This project demonstrated how a large enterprise like Spadel could rapidly launch a B2B sub-brand by leveraging automation, digital marketing, and strategic sales processes.

 

"This was just the beginning," says Morlet. "Now, we’re ready to scale."

Headshot Nicholas Morlet
Nicolas Morlet

Spadel

"Working with Huble has been a great experience, and their support has been instrumental in getting SPA Fountain off the ground. Their expertise in digital strategy and sales automation has helped us move quickly and effectively. As we continue to scale, we’re looking forward to building on this momentum together."

About Spadel

Spadel is a leading European beverage company specializing in natural mineral water and soft drinks. Headquartered in Belgium, Spadel is best known for its flagship brand, SPA, which has a strong presence in both the consumer and business markets. 

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