Balance Water

Brand Strategy and Positioning

Account Lead:

When the upstart Australian bottled water brand, Balance Water, tapped us to reimagine their brand messaging for a U.S. market activation, we couldn't resist. 

Finding white space in a crowded market.


Strategy born from insights and a unique opportunity.


As an Australian brand, we decided to forge a unique path that only Balance could own. Working in an agile framework we took those insights and translated them into three research-based strategy options with separate target consumer segments and messaging options (along with points for cross-over). Once the final strategy was approved, we developed memorable messaging and brand assets from top-level tag lines down through sets of unique hashtags the brand could both own and measure as they activated in the U.S. market.



Like all great strategy, Simon/Myers’ process starts with in-depth data. But they use data to inspire the work, not limit it. I have worked with many agencies in my career and Simon/Myers has always delivered one step above.

—Denise Chariya

Director of Sales and Marketing, US, Balance Water

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