Services
Brand Identity Design
Brand Strategy
Naming Strategy
Trend Analysis

Year
2012
Sector
FMCG

Rebranding Water: The Ultimate Commodity

Agthia Group, a leading Abu Dhabi-based food and beverage company listed on the Abu Dhabi Securities Exchange (ADX), came to us having established its business in Turkey in late December 2011, representing Agthia’s second international expansion through the acquisition of Pelit Su, a Turkey based regional Spring Water Company situated in Adana, South of Turkey. Agthia and Interact London, their international brand design consultant partners, approached us to support them in the rebranding of the local brand Pelit. We were deployed as the local team responsible for developing the new positioning, brand value proposition, new brand name and strategically supporting the Interact design team on pack design development work for the new brand.

The challenge was to combine a compelling sense of local authenticity with the ability to resonate with national audiences over time. We, as BrandSeers, carried out an audit, which involved a verbal and visual competitive review of national and local water brands, trend analysis, in-depth interviews with the trade, consumers and client sales team, visits to the supermarket, and the factory. We even had the pleasure of drinking water straight from the water source. Our insights went on to inform brand positioning, values and personality, upon which we based our naming exploration work. We identified a name that best embodies the brand story and supported the client throughout trademarking process. We worked closely with the Interact design team throughout corporate identity and pack design development to help determine the cues that would best evoke positive brand associations and create differentiation locally.

Impact

Since our re-imagining and repositioning of Alpin, PET sales are up threefold from 1 million to almost 3 million. The distribution network has increased sevenfold and the factory has grown allowing for glass bottle production.

Alpin turnover has increased 4 fold since launch in 2013. Turnover increased 100%  in 2014 alone.

Distribution has increased to 25 cities across Turkey outside of the original distribution region of Adana.

Ankara now accounts for 20% of all total sales.

Originally not the intention to export the brand has now become an export brand to 12 countries – e.g. Germany, Belgium, England, Saudi Arabia, UAE.

“BrandSeers offer creative brain power fueled by positive energy and hunger for constructiveness. I would recommend them to any brand owner striving for commercial growth.”

Özgür Serin
Group Director – Investor Relations and Corporate Communications, Agthia Group, United Arab Emirates