Company:Danone SA Brand value:US668 million Year on year change: 1% Headquarter city:Jakarta Industry:Soft Drinks Year formed:1974
Aqua is the market leader in bottled water in Indonesia, and has become such a strong presence in the market that the name Aqua is often used simply to mean water. It is priced in the middle to higher end of the category, has upmarket styling in its bottle design, and is a big investor in cross-platform advertising, promoting not only the product but also Aqua’s CSR work, which focuses on environmental protection and providing people with access to clean water. Aqua’s vision is to inspire people to give their best, be healthy and succeed in life.
Aqua marketing often has a humorous streak and speaks about concepts that go beyond water and good hydration. It has successfully used digital marketing in conjunction with product packaging and television to promote community work towards creating a better, kinder Indonesia, and the idea of “Kebaikan hidup”, or “the goodness of life”. The brand created a social experiment to see if sharing and helping is still alive in modern Indonesia; the results have gone viral. The brand has also sponsored the hit film Ada Apa Dengan Cinta 2 and used its star, Dian Sastrowardoyo, in its communications. The brand’s growth – up 3.9 percent last year – came despite strong competition from in-home purifiers and isotonic drinks.
Aqua has received several government waste-reduction and other green awards in the past year. The brand has been owned by Danone since 1998. Danone shares are traded on the NYSE Euronext Paris and on the Swiss Stock exchange.