From day one of the brand in 2003, H2Oh! has fought different battles within the soft beverages market to achieve a solid position.

H2OH! has related with the people emotionally since its launch. As follower of Ser brand (Danone), it was useless to waste time and resources explaining what the leader had already established as the category paradigm: the name: Carbonated Flavored Water (CFW); the citrus flavor as the iconic category flavor; “subtle or finely” carbonated; light; and cero calorie. While Ser achieved its positioning with a restrictive; segmented; feminine; 0 %message, H2Oh! is aimed at making the consumption of the category more democratic and goes in the opposite direction of Ser´s communication strategy. As second brand of the category, H2Oh! introduced a competitive emotional and ideological: H2OH! is perfect for the people who don’t want to look perfect. In 2010, the landscape started to change. H2Oh! had already achieved a sustained growth and conquered 28,8% of the category volume market share .Ironically, in that exact moment, the category started slowing down and off the tangent began growing strong a parallel category to the CFW – the Still Flavored Waters (SFW) - with two powerful and competitive players with huge advertising investments: Coca – Cola with the brand Aquarius; Danone with Levité. We needed to define the category once again. Our source of volume lied no longer in the FW category alone. So we went back to the origin, to the par excellence source of volume of the soft drinks: Carbonated Soft Drinks (CSDs). In 2010 it became clear to us that more than a need, the communication of the physical - functional attributes which made H2OH! a good alternative to CSDs, were now the priority, without losing our brand essence. We saw CSDs coexisted with other beverages so we started thinking the way to increase preference of H2Oh! on the table. At the same time, we noticed that besides the variety of the offer there were other consumer needs that were still unattended. It was an ambitious goal: Table + CSDs = Coke (as paradigm of the CSDs category). We reformulated the positioning: H2Oh! perfect for “imperfect” family meals. And made the strategic decision of bringing forward the 2.25Lts pack based in the knowledge that the 2 and 2.25L bottles represent approximately 50 % of total CSDs sales . H2Oh! would become the consensus beverage at the table.