Approach:

Relevance set out by understanding the bottled water category and consumption habits related to it, the when, the where, the how and most impostantly, the why. Using Relevance TAGS® methodology, we found out what the brand Ades stood for, and where it was losing its value to the major competitors in the market. We found the core needs for the consumers and what drives their consideration of water brands, and concluded where Ades was falling short of its competitors. We also analysed the emotional profile of Ades vis-a-vis its competitors, and arrived at those areas of positioning which needed to improve in order to rebuild the trust around this legacy brand. 
We also investigated the attitudes and perceptions towards other Hydration categories, and evaluated the acceptance of Ades in some of those newer categories. We ended with key recommendations of what approach should be taken and what needed to be done, to reestablish Ades as a force to reckon with, in the Indonesia market.