Although the market size was small, alkaline water’s competition was very high, while it is almost impossible to compete in the mineral water market generally.
Competitors had educated about the benefit of alkaline water against the acidity of the body that causes various diseases as they use various terms, such as pH 8, antioxidant water, ionized water, oxygen water, hexagonal water, micro-clustered water, and alkaline water.
To enter the market and make a differentiation that sets the product apart from the competition, we created a brand association by building a separate category. When everyone is talking about health, we talk about beauty, so the competition becomes irrelevant.
Agency is in the preparation stage to conduct a post-launch survey.
Beauty water is the word for the category, targeted to women who want to incorporate healthy lifestyle to support their outlooks, confidence, and ultimate beauty.