Reinventing water as a drink of choice for the Vietnamese consumers

Brand Strategy


In the changing lifestyle of Vietnamese consumer, water competes with other beverages. How can we reinvent water so the current market leader can drive brand growth?


Category scan & culture decode of water that drives deeper belief system of water benefit associations

Consumer Deep dive to identify the needs & occasions that drive water & other beverage consumption contextualized to the consumer’s lifestyle

Design thinking co-creation workshop with Aquafina team for crafting & refining innovation concepts for Brand Stretch spaces


Identified 3 potent spaces that this brand can now explore to grow the brand

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