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25 Aqua


Company: Danone SA

Brand Value: US $561 million

Headquarters: Jakarta

Year On Year Change: -1%

Industry: Soft Drinks

Year Formed: 1974

The Aqua brand has become a byword for the whole bottled water category in Indonesia. Despite being priced at the higher end of the market, it is the sector leader, and invests heavily in promoting the value of drinking water regularly as a way to grow both the category and its own sales. Aqua is so well known across Indonesia that it has signed a co-branding partnership to promote tourism to the country, through the “Wonderful Indonesia” campaign. Aqua launched an innovative new product, its first outside the water category, in March this year. The ready-to-drink tea, named Caaya, has the words “Brewed by Aqua” on the packaging. Packaging for Aqua itself has also been changing, with the logo of parent company Danone updated and moved to a less prominent position. Advertising tends to take a humorous look at the effects of a lack of hydration, while CSR work focuses on water cleanliness and conservation. It took part in Bali’s Biggest Clean Up 2018, and Aqua’s sustainability director spoke at the Zero Waste Cities Conference 2018 about the importance of rethinking the life cycle of drinks packaging. The brand has received numerous awards in the past year from the Ministry of Environment and Forestry, and in early 2018, Aqua became the first Indonesian brand to receive B-CORP certification, which recognizes adherence to the highest standards of social and environmental performance and transparency. The business has partnered with H&M on the Bottle2Fashion campaign, using recycled plastic to make fashion items, and has worked with the government-supported grassroots organization Family Empowerment & Family Welfare Team on a training campaign for mothers which translates as “Healthy Mom, Healthy Family”.