Kinaya Repositions Prim-A for a More Distinctive Presence

Prim-A has been present in the mineral water category for more than two decades, however, its identity had remained largely unchanged since its launch. The brand was increasingly perceived as an economy-tier offering, while its connection with consumers was built more around its name than a distinctive brand value. As Prim-A evolved its strategy and positioning, a new identity was needed to strengthen its image and connect with a younger, dynamic, and active audience. Rather than abandoning its