Branding
Branding
Branding
Web Design
Web Design
Web Design
Development
Development
Development
Strategy
Strategy
Strategy
Growth
Growth
Growth
Digitising Global Distributor Growth
Digitising Global Distributor Growth
Year
2025
2025
Client
Aquatabs
Aquatabs
Aquatabs, part of the Kersia Group, is the world’s leading water purification tablet brand. Trusted across more than 100 countries, Aquatabs ensures safe drinking water for families, NGOs, humanitarian organisations, and emergency responders. With over 200 global distribution partners, the brand plays a critical role in global health and sanitation but scaling consistently across such a diverse ecosystem presented major challenges.
Aquatabs, part of the Kersia Group, is the world’s leading water purification tablet brand. Trusted across more than 100 countries, Aquatabs ensures safe drinking water for families, NGOs, humanitarian organisations, and emergency responders. With over 200 global distribution partners, the brand plays a critical role in global health and sanitation but scaling consistently across such a diverse ecosystem presented major challenges.
Aquatabs, part of the Kersia Group, is the world’s leading water purification tablet brand. Trusted across more than 100 countries, Aquatabs ensures safe drinking water for families, NGOs, humanitarian organisations, and emergency responders. With over 200 global distribution partners, the brand plays a critical role in global health and sanitation but scaling consistently across such a diverse ecosystem presented major challenges.
The Challenge
The Challenge
The Challenge
Aquatabs had built a reputation for reliability and impact, but behind the scenes their global distributor model was showing strain.
Fragmented enablement: There was no centralised system to equip distributors with campaigns, product education, or compliance resources.
Inconsistent retail experience: NGOs, pharmacies, and clinics received little structured communication or training, leading to varying levels of product knowledge and inconsistent end-user messaging.
Complex global ecosystem: With regulatory hurdles in markets like the US and EU, plus language and cultural differences across Latin America, Africa, the Middle East, and Asia, rollout strategies were inconsistent and time-consuming.
Limited internal bandwidth: A lean internal marketing function could not feasibly support 200+ partners or design scalable GTM strategies.
While the product’s reputation was strong, Aquatabs lacked the digital infrastructure to align partners and deliver a consistent customer experience at scale.
Aquatabs had built a reputation for reliability and impact, but behind the scenes their global distributor model was showing strain.
Fragmented enablement: There was no centralised system to equip distributors with campaigns, product education, or compliance resources.
Inconsistent retail experience: NGOs, pharmacies, and clinics received little structured communication or training, leading to varying levels of product knowledge and inconsistent end-user messaging.
Complex global ecosystem: With regulatory hurdles in markets like the US and EU, plus language and cultural differences across Latin America, Africa, the Middle East, and Asia, rollout strategies were inconsistent and time-consuming.
Limited internal bandwidth: A lean internal marketing function could not feasibly support 200+ partners or design scalable GTM strategies.
While the product’s reputation was strong, Aquatabs lacked the digital infrastructure to align partners and deliver a consistent customer experience at scale.
Aquatabs had built a reputation for reliability and impact, but behind the scenes their global distributor model was showing strain.
Fragmented enablement: There was no centralised system to equip distributors with campaigns, product education, or compliance resources.
Inconsistent retail experience: NGOs, pharmacies, and clinics received little structured communication or training, leading to varying levels of product knowledge and inconsistent end-user messaging.
Complex global ecosystem: With regulatory hurdles in markets like the US and EU, plus language and cultural differences across Latin America, Africa, the Middle East, and Asia, rollout strategies were inconsistent and time-consuming.
Limited internal bandwidth: A lean internal marketing function could not feasibly support 200+ partners or design scalable GTM strategies.
While the product’s reputation was strong, Aquatabs lacked the digital infrastructure to align partners and deliver a consistent customer experience at scale.
The Strategy
The Strategy
The Strategy
We began by working with Aquatabs leadership to create clarity before velocity. Together, we defined a strategic blueprint that aligned long-term commercial priorities with day-to-day distributor realities.
This included:
Clarifying brand positioning across both the water and medical product lines.
Mapping distributor pain points and identifying where digital infrastructure could create leverage.
Designing a 12-month roadmap covering growth strategy, go-to-market sequencing, messaging frameworks, and partner experience enhancements.
By starting with strategy, we ensured every future investment, from assets to systems, reinforced a clear, unified direction.
We began by working with Aquatabs leadership to create clarity before velocity. Together, we defined a strategic blueprint that aligned long-term commercial priorities with day-to-day distributor realities.
This included:
Clarifying brand positioning across both the water and medical product lines.
Mapping distributor pain points and identifying where digital infrastructure could create leverage.
Designing a 12-month roadmap covering growth strategy, go-to-market sequencing, messaging frameworks, and partner experience enhancements.
By starting with strategy, we ensured every future investment, from assets to systems, reinforced a clear, unified direction.
We began by working with Aquatabs leadership to create clarity before velocity. Together, we defined a strategic blueprint that aligned long-term commercial priorities with day-to-day distributor realities.
This included:
Clarifying brand positioning across both the water and medical product lines.
Mapping distributor pain points and identifying where digital infrastructure could create leverage.
Designing a 12-month roadmap covering growth strategy, go-to-market sequencing, messaging frameworks, and partner experience enhancements.
By starting with strategy, we ensured every future investment, from assets to systems, reinforced a clear, unified direction.
We began by working with Aquatabs leadership to create clarity before velocity. Together, we defined a strategic blueprint that aligned long-term commercial priorities with day-to-day distributor realities.
This included:
Clarifying brand positioning across both the water and medical product lines.
Mapping distributor pain points and identifying where digital infrastructure could create leverage.
Designing a 12-month roadmap covering growth strategy, go-to-market sequencing, messaging frameworks, and partner experience enhancements.
By starting with strategy, we ensured every future investment, from assets to systems, reinforced a clear, unified direction.
The Build
The Build
With the foundations in place, we moved into building the systems and assets needed to bring the strategy to life.
Brand Refresh: We modernised the Aquatabs identity, evolving the logo and visual system to strengthen recognition and credibility while maintaining alignment with Kersia’s global standards.
Commercial Asset Suite: We produced a full range of sales and marketing assets, including product catalogues, water and medical cheat sheets, efficacy decks, brand films, and a 40th anniversary video to reinforce heritage and trust.
Digital Infrastructure: We developed a global B2B website, analytics and attribution tools, and a distributor portal to centralise onboarding, localisation, and compliance materials.
Training & Localisation: Content was tailored for regional markets, ensuring distributors had culturally relevant, compliance-ready resources to engage their retailers.
This created a scalable digital foundation that not only supported current distributors but also prepared Aquatabs for expansion into new territories.
With the foundations in place, we moved into building the systems and assets needed to bring the strategy to life.
Brand Refresh: We modernised the Aquatabs identity, evolving the logo and visual system to strengthen recognition and credibility while maintaining alignment with Kersia’s global standards.
Commercial Asset Suite: We produced a full range of sales and marketing assets, including product catalogues, water and medical cheat sheets, efficacy decks, brand films, and a 40th anniversary video to reinforce heritage and trust.
Digital Infrastructure: We developed a global B2B website, analytics and attribution tools, and a distributor portal to centralise onboarding, localisation, and compliance materials.
Training & Localisation: Content was tailored for regional markets, ensuring distributors had culturally relevant, compliance-ready resources to engage their retailers.
This created a scalable digital foundation that not only supported current distributors but also prepared Aquatabs for expansion into new territories.
With the foundations in place, we moved into building the systems and assets needed to bring the strategy to life.
Brand Refresh: We modernised the Aquatabs identity, evolving the logo and visual system to strengthen recognition and credibility while maintaining alignment with Kersia’s global standards.
Commercial Asset Suite: We produced a full range of sales and marketing assets, including product catalogues, water and medical cheat sheets, efficacy decks, brand films, and a 40th anniversary video to reinforce heritage and trust.
Digital Infrastructure: We developed a global B2B website, analytics and attribution tools, and a distributor portal to centralise onboarding, localisation, and compliance materials.
Training & Localisation: Content was tailored for regional markets, ensuring distributors had culturally relevant, compliance-ready resources to engage their retailers.
This created a scalable digital foundation that not only supported current distributors but also prepared Aquatabs for expansion into new territories.
The Growth
The Growth
Once systems and assets were in place, we moved into activation, helping distributors and retailers bring the brand consistently to market.
Distributor Enablement: We launched onboarding hubs, brand kits, training programmes, and dashboards to measure adoption and performance.
Retail & NGO Activation: Localised co-branded kits (flyers, videos, WhatsApp content) gave partners the tools to educate and convert retailers, clinics, and NGOs.
Market Rollouts: New campaigns and materials were deployed across Southeast Asia, South America, the Middle East, and Africa, ensuring global consistency with local flexibility.
Demand Generation: We supported distributors with targeted activation campaigns that connected global messaging with local execution.
This phase was about creating momentum, turning new infrastructure and assets into measurable market impact.
Once systems and assets were in place, we moved into activation, helping distributors and retailers bring the brand consistently to market.
Distributor Enablement: We launched onboarding hubs, brand kits, training programmes, and dashboards to measure adoption and performance.
Retail & NGO Activation: Localised co-branded kits (flyers, videos, WhatsApp content) gave partners the tools to educate and convert retailers, clinics, and NGOs.
Market Rollouts: New campaigns and materials were deployed across Southeast Asia, South America, the Middle East, and Africa, ensuring global consistency with local flexibility.
Demand Generation: We supported distributors with targeted activation campaigns that connected global messaging with local execution.
This phase was about creating momentum, turning new infrastructure and assets into measurable market impact.
Once systems and assets were in place, we moved into activation, helping distributors and retailers bring the brand consistently to market.
Distributor Enablement: We launched onboarding hubs, brand kits, training programmes, and dashboards to measure adoption and performance.
Retail & NGO Activation: Localised co-branded kits (flyers, videos, WhatsApp content) gave partners the tools to educate and convert retailers, clinics, and NGOs.
Market Rollouts: New campaigns and materials were deployed across Southeast Asia, South America, the Middle East, and Africa, ensuring global consistency with local flexibility.
Demand Generation: We supported distributors with targeted activation campaigns that connected global messaging with local execution.
This phase was about creating momentum, turning new infrastructure and assets into measurable market impact.
/KEY OUTCOMES/
Building clarity, consistency, and growth across 100+ global markets
Building clarity, consistency, and growth across 100+ global markets
Our partnership with Aquatabs created the digital infrastructure, tools, and brand foundation needed to empower distributors worldwide. By aligning positioning, centralising systems, and equipping partners with high-impact assets, we enabled Aquatabs to scale consistently and accelerate growth in diverse markets, from Southeast Asia to Africa, the Middle East, and Latin America. The outcome was more than marketing execution. It was a full transformation of how Aquatabs supports its distributors, educates retailers, and delivers safe water access to millions of people globally.
Distributors enabled with training, onboarding, and brand kits
Global markets supported with localised campaigns and compliance assets
Centralised distributor portal built to unify brand, sales, and compliance support
/Testimonial/
“From day one, CSM helped us bring structure and clarity to our global distributor ecosystem. Their work has enabled us to support partners in ways we couldn’t have achieved alone, aligning our brand worldwide while giving our teams and distributors the tools to grow with confidence.
“From day one, CSM helped us bring structure and clarity to our global distributor ecosystem. Their work has enabled us to support partners in ways we couldn’t have achieved alone, aligning our brand worldwide while giving our teams and distributors the tools to grow with confidence.
“From day one, CSM helped us bring structure and clarity to our global distributor ecosystem. Their work has enabled us to support partners in ways we couldn’t have achieved alone, aligning our brand worldwide while giving our teams and distributors the tools to grow with confidence.
Nicola Roche
Communications and Marketing Manager
