Aqua Lily Pad

Water Recreation

Brand Repositioning/Brand Book
Strategy, Research Lead, Language Development

Brand Repositioning

Over the years, Aqua Lily Pad has been recognized primarily for a single product. To reposition the brand and combat the risk of genericization, we embarked on a comprehensive brand redevelopment initiative. This effort involved rebuilding the Aqua Lily Pad brand from the ground up. Key partners in this project include Marianne McBean from SoulBrand Inc. and Graham Matthews from Vivid Connections.

Following a situational analysis that identified opportunities for further market expansion, we initiated a qualitative study to evaluate several positioning statements and reasons-to-believe (RTBs) with both current and prospective consumers. This project allowed us to address key innovation objectives while refining our messaging strategy to effectively engage our target audience.

This resource has now become the guiding light for all projects and campaigns across multiple departments.