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The second concept (R.)M: “We all want to be a better version of ourselves. However, In some cases, it is not easy to achieve this because of boredom, fatigue or even exhaustion. A sip of fresh water could help you regain consciousness. It revives and protects you through big and little moments”.

M: “Aquafina believes that only fresh water could bring out your best. The more you are hydrated, the more you feel better. Aquafina is always approachable. Ideal pureness and one of a kind. The light taste of Aquafina helps renewing the body from the inside and clarifies the mind. Aquafina the Life Buoy. Aquafina The Fuel for prosperity”.

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M: What do you think of this concept? R: It is whole and relative. R: I always remind myself to drink water and avoid dehydration because winter is coming.R: This phrase: The more you are hydrated, the more you feel better. It is a fact, it is a fact, everything is moisturized by water; hair, dry skin or pale skin. R: Water treats all types of dryness. R: Exactly, for the whole body.

M: What message is Aquafina trying to propose from this idea?R: It is the life buoy. R: Healthy water.R: Life buoy means that water is always required in all crises. R: In case you are weak or tired.R: When your kids come from school, they always need water.R: Water is essential for everything.

M: What sentences or words strike you? R: Aquafina is always nearby. R: It heals the body because it removes toxics from the body.R: It helps revive your body. R: You drink water to clear your mind and your body.R: Last week I was in the hospital because of lack of water. The doctor asked me to drink a lot of water because it removes waste and salts from your body.

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M: What are your feelings reading this text? R: Relief.R: Confidence. R: Credibility.

M: Do you feel different regarding Aquafina after reading this text?R: We felt more confidence.R: It seems more obvious.R: No more mystery about it.

M: What phrases increased your trust with Aquafina?R: Fuel for prosperity. R: Life buoy.R: It rescues you from sickness, tiredness, thirst, boredom, weariness.R: Fuel for prosperity complements it.R: Renewing the body from the inside.

M: Did it trigger your curiosity to know more about Aquafina?R: Yes.R: It made it more obvious.R: The phrase: Aquafina is always close gives me the curiosity to know more.R: It makes me want to understand more about it. R: It is available, current and exists everywhere.

M: What elements are more appealing to Aquafina? R: Renewing the body from the inside.R: Life buoy.R: Health is the most important to the human being. R: It is good to have a life buoy which is water.R: It makes me feel secured.

M: Comparing to other brands, did this concept give a different impression about Aquafina? R: Yes, it gave a different impression.R: For example; Life buoy only exists here, you can’t find it anywhere else.R: As an advertisement, words are so supportive.

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R: It gives the idea that you can safely drink it without worries.R: Other brands usually mention same supportive words such as: Refreshment.

M: What is the message proposed through this concept?R: The phrase: “The more you are hydrated the more you feel better” explained healthy habits in a different way.R: Healthy habits mean water.R: I am usually tired and weary. This concept explains that I must always have water to be relieved.

M: The message as you mentioned, Aquafina wants to say: I am the body moisturizer) comes from the phrase: “Aquafina believes that only fresh water could bring out your best. The more you are hydrated, the more you feel better”

M: Moving to the following phrase: “Aquafina is always approachable. Ideal pureness and one of a kind. The light taste of Aquafina helps renewing the body from the inside and clarifies the mind”.

M: What do you understand from this phrase: Ideal pureness and one of a kind?R: Distinction. R: Water is unique and fresh. R: It is one of a kind. R: This phrase: “The light taste of Aquafina” is also something good indicates purity.R: This phrase: “clarifies the mind”: It is an excellent phrase. R: This is what a human is looking for.

M: Is it related to the phrase above? Do you feel it is complementary? R: Yes, the whole text is relative

M: Imagining that you are drinking this water, you will be more….?R: VividR: RelievedR: HealthyR: SecuredR: Refreshment R: Clarity of mindR: Good mood.R: Moisturized.

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M: Imagining that you are drinking this water, you will be less….?R: Less fatigued.R: Less tired.R: Less worried.R: Less distracted.R: Less irritated. R: Less confusion.

M: Did it add something different to Aquafina compared to “Nestle and Hana”? R: Yes. R: It is supporting health. R: Other brands usually about refreshment. However, Aquafina cares more about our health.R: Even moisturizing R: Cleaning your body inside out.R: Aquafina identified herself in a healthy way. R: It seems like a treatment.R: Aquafina identified herself as healthy habits. M: Is this something positive?R: It is positive yes.

M: Did it promise you something different than “Nestle and Hana”? R: It promised moisturizing. R: Clarity of mind. R: Health inside out.

M: What other products and innovative ideas that Aquafina could launch?R: Probably in the components of water. R: Maybe add something that helps the body to be more moisturized.R: It could be so light even birds would witness its lightness. R: Contain special minerals in water.R: At the end, the only product is water

M: Imagining that someone is drinking this water, how would you describe this person?R: Athletic person

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R: Healthy R: He will be interested in the water combination.

M: What are his beliefs in life?R: Good health.

M: What does Aquafina provide for him?R: PurityR: HealthR: Conscience because it is really honest and credible.

M: In case the phrase: “Life buoy in case” is standing alone without the rest of the text. How would you understand it?R: That I could drink it with closed eyes.

M: What about “Fuel for prosperity”?R: It doesn’t feel much related to water. R: It will not strike my attention as water. R: Maybe fuel for growth. Prosperity is not suitable with fuel.

M: If I removed the word prosperity, how would you replace it? R: Family and Life.

M: What did this sentence “Life buoy” add to Aquafina? R: Trust. R: Safety. R: Health.

M: What did this sentence “Fuel for prosperity” add to Aquafina? R: The word prosperity does not fit.R: It could be contemporary but at the end it is water.

M: Which sentence is more suitable and relative to the idea? R: Life Buoy. R: Life Buoy.

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M: What do you understand from this sentence: “We all want to be a better version of ourselves”? R: Challenge. R: It is true. We are always trying to be better than ourselves. We are constantly looking for developing ourselves. This is a challenge. R: Probably from prosperity.

M: Why this phrase did not get your attention at the beginning? R: In fact, it was the first phrase to get my attention but I did not understand it correctly then we continued.

M: I will distribute to you images to add to the concept.M: Adding these pictures to the concept, what did it add to Aquafina? R: Happiness. R: Vividness. R: Refreshment. R: Purity. R: The diamond shows purity. R: Energy. R: Joyful.

M: Do you think it would be better if some images were removed? R: All of them are suitable. R: They are relative to the idea.

M: What feelings did it add to the concept? R: Confidence.R: Relief.R: Credibility.

M: This picture makes the idea more…? R: More obvious.

M: This picture makes the idea less…? R: Less mysterious.

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M: It makes Aquafina…?R: Trustworthy. R: Safe. R: Acceptable.

M: If we need to summarize this idea, what would you name it?R: Life buoy.

M: How would you summarize this whole concept in few words? R: Body revival. R: Moisturizing. R: Purity.R: Light taste.R: Healthy.R: Refreshing life.R: In every moment.

M: Which lines or sentences were more relevant and touched you?R: Life buoy. R: Aquafina is always nearby.R: Renewing the body from the inside.

M: Aquafina is a symbol of? R: Trust. R: Health.R: Vitality.

M: I will split you into two pairs. The right group: Does it remind you of any situation or incident happened to you after seeing these pictures with the concept?R: It is the symbol of health. R: It is essential.

M: How could you describe a person who is living this life?R: A productive and a unique person.

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R: Someone healthy and athletic. R: Even if he is old, you may find him revived and young.R: It is true. Anyone who is drinking a lot of water, you could find his skin so moisturized like skin of children. R: Like in this picture, if you are walking for more than an hour, you become exhausted and then you are relieved once you drink water. R: The feeling of achievement.

M: I will split you into two pairs. The left group: Does it remind you of any situation or incident happened to you after seeing these pictures with the concept?R: Not a story but it could remind you of sports club.R: Victory and success.R: It feels bright, I could relate it to the morning, it is bright like the sun.

M: Could you add anything to make it a better idea? R: No, nothing else.

M: I will present now the final concept, the concept (S):

M: “Brightness, it is good to look at the light and bright side in life. It makes you and people around you happy. Do you know that even a little percentage of dehydration makes people feel low? Wouldn’t it be great finding an easier way in our exhausting world today to give us all a simple glimpse?”

M: The right group: Did you feel relevant to this text?R: Yes.R: I became dehydrated; I will suffer low blood pressure. R: Our world today is truly weary from all aspects. R: They acknowledged something like that and provided water to relieve us.

M: What feelings did you get from this text? R: Brightness.R: Relief. R: Happiness.

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M: Did it trigger your curiosity?R: No, it is already obvious.

M: Does it relate to a story or a situation happened to you?R: I related this concept to the previous images and it applies brightness.R: Previous images were more related to the concept. R: Exactly, all pictures were bright.

M: The left group: Did you feel relevant to this text?R: As I mentioned before when I was sick, I really felt tired and low because of lack of water.R: The only alternative to medicine is drinking a lot of water. R: In fact, I feel much better drinking water than last week.

M: What are your feelings regarding this text? R: Relief. R: Happiness.

M: Did it trigger your curiosity? R: No, the text was obvious.

M: Let’s read the whole text: “Brightness, it is good to look at the light and bright side in life. It makes you and people around you happy. Do you know that even a little percentage of dehydration makes people feel low? Wouldn’t it be great finding an easier way in our exhausting world today to give us all a simple glimpse?”

“Aquafina believes in the bright side of life, half cup is full. With its mineral totally balanced combination, Aquafina brightens and lightens up your step. Sharing the most

trustworthy water in the world with loved ones brings smiles on the faces. The light taste gives you utmost relief in case you need a light and moisturizing drink. Aquafina

works hard to make the world lighter and brighter. Aquafina makes you brighter.

M: What do you think of this concept? R: I like it more. R: It is complementary to the first and second concepts.

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R: The phrase: “Sharing the most trustworthy water in the world with loved ones”. This idea existed in the first concept. R: “It is a Light and hydrated drink” existed in the second concept.

M: What did you understand from this sentence: “A light and moisturizing drink”?R: A drink that is refreshing and light. M: Could it refer to any type of drink and not necessarily water?R: It could refer to flavored water. R: Anything that is light and moisturizing includes water such as juice.

M: What is the message Aquafina trying to deliver through this concept? R: That it is light and pure. R: Moisturizing.

M: How could you explain: “Aquafina makes you brighter”?R: Lightens up your skin and body.R: Lightens up your life.

M: What phrases or sentences are most relative to you or touches you? R: The phrase: “Do you know that even a little percentage of dehydration makes people feel low” It feels like sun is centered on you causes hypotension and need water.R: The phrase: “Aquafina works hard to make the world lighter and brighter”. This phrase shows that Aquafina really cares to relieve you. R: The light taste gives you utmost relief.

M: What are your feelings reading this text?R: Brightness. R: It feels like sun rays.R: Every aspect of Aquafina cares about health, happiness and moistening.

M: What is Aquafina promising you through this concept? R: Relief and moistening.R: Mineral combination which is very important.

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R: It is important to know that this water has a mineral, light and balanced combination.R: It is refreshing from the inside out.

M: How could you explain this phrase: “its mineral totally balanced combination”?R: Some types of water are being refined a lot of times that it loses good minerals. R: Here, it shows that Aquafina cares to provide good minerals to the body.R: Balanced combination.

M: Did it trigger your curiosity regarding Aquafina? R: No, it was clear enough.R: It was obvious and explained everything. R: It has increased my curiosity in a way that I want Aquafina to be always available with me. It makes me want to replace it with the water I have now. R: It increases your love to Aquafina.

M: Did this concept change the image of Aquafina?R: Yes, it is not vague anymore. R: We know more about Aquafina.R: According to this concept, everything is clear now.

M: Please fold your papers. What do you know about Aquafina? R: Credibility.R: Success. R: Vividness.R: Fuel of life. R: Life buoy. R: Balanced combination of minerals.R: Light.R: Cleansing the body inside out. R. Whenever you feel tired, it will be your life buoy. R: It is not local, it is international water. R: Happiness.R: Important for everybody, children and adults. R: Pure and balanced minerals.

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R: Available at all moments.R: High quality.R: It makes us lighter.

M: What did you like the most about this text?R: Easier way in our weary world. R: Look at the bright side. R: It reflected the reality of our world.R: Encourages us to look at the bright side.

M: How could you explain this line: Aquafina believes in the bright side of life, half cup is full?R: Optimism. R: Half cup of full indicates that it is completely full.R: It gives you the benefit even if you drink little amount. R: It is supportive, motivating and energizes you. R: It is like an example.R: It beats thirst.

M: What does it say about Aquafina?R: Aquafina gives us optimism. R: The few enriches you.

M: Do you think it is relevant to the phrase above?R: Yes, it is complementary. R: However, this concept is enough. M: If I excluded the first and final concepts, do you think the second one explains it all?R: The whole text is relative and completing each other.R: However, this text includes the bright side of life indicating that there is better water, better life and better health. M: How would you feel drinking this water? R: Healthy.R: Light. R: Refreshment and vividness.

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R: Brightness.R: More balanced.R: Secured.

M: You will be more …?R: Relieved.R: Confident.R: Happiness.

M: You will no longer be…?R: Worried.R: Stressed.

M: What more is added to Aquafina compared to “Nestle and Hana”? R: Mineral combination. R: It is better with its mineral balanced combination.

M: Compared to Nestle and Hana, Aquafina is less…?R: Aquafina is not less in anything.R: At the beginning they were all at the same level. R: Now Aquafina is the highest level.R: Aquafina has everything.R: It is a light and moisturizing drink.R: Aquafina is brighter. R: More credibility.

M: What does Aquafina acquire that is missing from Nestle? R: It cares about health.R: The previous phrase indicates that it cares about your health and feeling low. R: It indicated that it relieves tiredness and boredom. R: Nestle always show lightness but Aquafina added Moisturizing and refreshment.

M: What would you understand from this line: Aquafina makes you brighter” excluding the whole text?R: That it is healthy and will reflect on you.R: You will be vivid and energetic.R: Just a sip of it makes you healthier.

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R: It makes you shine.

M: What does it say about Aquafina?R: That it makes you brighter.

M: Did you feel that this line is relevant to the text?R: Yes. R: Of course it is relevant.

M: Did you feel that this image is suitable to the concept?R: The previous image was more relevant. R: This one may indicate moisturizing. R: This image is more relevant to the second concept than the third.

M: Does this image give you the same feeling?R: Yes.R: It feels fresh and pure as well. R: It is also expressive to the concept.

M: What does this image add to Aquafina? R: Purity.R: The sky light blue color indicates purity.R: It indicates relief. R: Joyful

M: Do you think it is better to remove some pictures or is it all relevant to the concept?R: They are all relevant and expressive. R: They are all expressive reflecting purity and a life buoy.

M: This picture makes the concept more...?

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R: Clarity.R: Brightness. R: Simplicity. R: More transparency.

M: It makes the concept less…?R: Less mysterious.

M: These pictures added to the idea, it makes Aquafina more…?R: Trustworthy.R: Credibility.R: Quality.

M: If we want to summarize this concept, what would you name it?R: Brightness.

M: How would you describe the concept in simple words? R: The lightness.R: Relief.R: The smile.R: Joy.R: Moistening.R: Optimism.

M: What are the most phrases relevant to you?R: Balanced combination. R: Lighter. R: Brighter.

M: Aquafina is a symbol of? R: Happiness.R: Confidence.R: Relief.

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R: The smile.

M: I will split you into two groups. The right group: Adding the picture to the concept, does it remind you of a certain story or situation?R: The last picture describing Sauna and the Moroccan bath, clean body inside out and drinking water makes me feel so light like I am flying.

M: Would you add or modify anything to level up the idea or make it better? R: No, it is perfect this way.

M: The left group: Adding the picture to the concept, does it remind you of a certain story or situation?R: Yes, when it is raining you feel refreshed

M: Would you add or modify anything to level up the idea or make it better? R: No, this was the best idea.

M: You related the symbol of happiness to the concept W and S. Which of them gave you more happiness? R: The concept S.

M: You related the symbol of confidence to the concept R and S. Which of them gave you more happiness?R: The concept S.R: I think it should be the R concept because of the Life buoy.

M: We need to arrange our three concepts. What was the most likeable concept to you?R: S, R then W.R: The S includes everything. R: The W comes at second place because it is obvious. R: The word “Life buoy” makes me more secured.

M: According to uniqueness, what was the most unique concept? R: The S concept then R and then W.

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R: The S concept is most unique because it is inclusive: Lightness, moisturizing, brightness and vividness. R: The R concept is unique by providing safety. R: The W was unique as “The life fuel” and “The world’s water”.

M: Which concept was most relevant to you personally? R: The S. concept “Four participants replied (S)”.R: The R. concept “Two participants replied (R)”.

M: Regarding the S. concept, how would you arrange the three concepts? R: S, R and W. R: The S concept comes first because it defines brightness, moistening and it is global. It is thorough.

M: Regarding the R. concept, how would you arrange the three concepts?R: R, S and W.R: The R comes first because it is the life buoy which is most important to me.

M: Which concept was most expressive or more effective for Aquafina image? R: The S concept, the R and then the W.R: The S is most expressive because it is inclusive.M: Why did you put the W. concept at the third place?R: The W concept was the same as Nestle, it did not characterize Aquafina.R: The S and R concepts are more characterizing.R: The S. concept made Aquafina better than Nestle.

M: Now that you have all this information about Aquafina. Imagining that you are going to the supermarket ro buy water, which product are you going to buy?R: AquafinaR: Because Aquafina provides all these features: As females we are looking for moisturizing.R: We want to revive our bodies inside out.R: Safety and lightness R: As a whole society, listening to all these information, we will pay more attention to it.

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M: The final question, which is more relevant and most important to you regarding to Aquafina. Is it the concept S or the concept R? R: Both of them. The concept S and the concept R. R: Because the concept S shows survival.R: The concept R defines moistness and brightness.

M: Which of them do you prefer that makes you more interested about Aquafina? R: The concept S.R: It speaks to your mind.R: This saying “Half cup is full” and “The bright side”.R: They speak to all categories in our society. R: Regarding the concept R “The life buoy” It is suitable for those who need security and want to feel safe. R: However, others want to strengthen their weak points R: Survival and safety is very important in our lives as well.

M: Now we are finished. I am honored to meet you all.Thank you,Sara Soliman+201127888286Tamingsouls@hotmail.com

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