De-commoditizing the category
Brand positioning, visual identity evolution, messaging platform, creative direction, cross-functional collaboration
The Opportunity
Aquafina was a widely recognized packaged water brand with strong distribution — but in a crowded category defined by sameness, it struggled to stand apart. Most competitors relied on generic purity claims or lifestyle imagery that did little to meaningfully differentiate. At the same time, growing consumer concern around water quality created an added layer of complexity. Trust mattered as much as refreshment.
The opportunity was to give Aquafina a clearer, more confident point of view — evolving the brand from basic commodity cues into a more purposeful expression that reinforced quality, built credibility, and created distinction in a category where consumers were increasingly skeptical.
The Strategy
Create a brand expression rooted in clarity, simplicity, and confidence — one that addressed growing concerns around water quality while giving Aquafina a more distinctive presence in a crowded category. Reframe Aquafina’s brand expression around a clear, differentiated idea that could work globally: clarity of intention and expression.
The Work
“Under Complicated” — Reintroducing the Brand
Launched Under Complicated, a brand platform designed to communicate Aquafina’s new positioning through humor and simplicity. The campaign cut through category clutter by embracing what water actually is — uncomplicated — and translated that idea into approachable creative across film, digital, and out-of-home.
The work helped reframe Aquafina as refreshingly straightforward, reinforcing the brand’s clarity while making it feel more relatable and culturally current.
Addressing Water Quality with Confidence
Developed a campaign focused on water quality and Aquafina’s purification process, designed to directly acknowledge consumer concerns and reinforce trust. Creative centered on transparency and education — explaining how Aquafina is purified and what makes it different — helping shift perception from commodity water to quality water. The campaign delivered a 50% decrease in negative sentiment and a 14% increase in volume.
Launching Flavored Water Innovation: Flavor = fun = frequency
Aquafina wanted consumers who believed in the importance of water driven health but didn’t drink enough to drink more with a more fun option – Aquafina Flavor Splash. To drive awareness and preference, created a visually compelling product-centric campaign that tells the story of the brand through the lens of flavor and fun.
The launch resulted in signing over 200 accounts in less than six months, more than any other PepsiCo product launch within the last five years. 90% of accounts hit the weekly sales threshold required to warrant continued sales.
