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Indonesia 2015 | Brand Profiles | 19 | Aqua

Company: Danone SA

Brand value: US$659 million

Headquarter city: Jakarta

Industry: Food

Year formed: 1974

Bottled water brand with strong focus on CSR

Aqua is the market leader in bottled water in Indonesia, and is so iconic that the name Aqua is often used as a byword for 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 advertising, promoting not only the virtues of the product but also Aqua’s CSR work, which focuses on providing people with access to clean water and environmental protection. Aqua sets out to inspire people to give their best, be healthy and succeed in life.

Campaigns in the past year include a competition to make children’s dreams come true with tickets to the football World Cup in Brazil, and the Aqua Ramadan 2-4-2 campaign, urging people to drink at different times of the day during the Muslim fasting month. The #AdaAQUA campaign, meanwhile, encouraged people to drink more frequently when on the go, linking good hydration with good focus. The campaign ran on TV, in-store, outdoor and on digital media, and created lots of buzz with its humorous messages about the dangers of losing focus – one of which confused the well-known singer Sandhy Sandoro with the comedian Narji. Aqua has been owned by Danone since 1998. Danone shares are traded on the NYSE Euronext Paris and on the Swiss Stock exchange.