Brewer Asia

Danone–AQUA Drives Social Impact
Through Conscious Travel in Indonesia

Danone – AQUA Drives Social Impact Through Conscious Travel in Indonesia

Indonesia’s tourism industry is rich in natural beauty, but balancing development with  environmental sustainability is key. In partnership with Wonderful Indonesia, the national tourism board, AQUA launched the “100% Pure, 100% Indonesian Adventure” campaign, offering consumers a chance to win trips to four priority tourism destinations by purchasing AQUA products. Winners also participated in clean-up activities to address waste management in the tourism sector. 

Our Role

  • Created a comprehensive plan with paid content, media engagement, social and influencer outreach, and owned content to promote the campaign.  
  • Developed the campaign narrative and supporting materials, including media kits, talking points, and articles. 
  • Organised a press conference in Labuan Bajo, attended by trier-one media and the Minister of Tourism and Creative Economy. The event showcased the destination’s beauty and included a beach clean-up led by the Pandawara Group.  

Results and Impact:

  • Reached over 42 million people through media coverage, with 100% positive sentiment.
  • Highlighted AQUA’s commitment to environmental protection, while showcasing its collaboration with local governments and communities.
  • This campaign won PRCA APAC Best Consumer Award in March 2025. 

OUR ROLE

  • Integrated Launch Plan Development
    Created an integrated communication plan to launch the campaign in Indonesia, incorporating PR, social media, influencer partnerships, and paid media strategies. We worked closely with partner agencies to ensure seamless execution of the plan.
  • Narrative and Messaging Development
    Created the overarching “Not all Water is the Same” campaign narrative. We also developed messaging to highlight AQUA’s superiority, highlighting the brand’s commitment to delivering high-quality water and protecting Indonesia’s water sources.
  • Expert Engagement
    Built credibility by collaborating with hydrology and health experts, ensuring the message was grounded in science and resonated with the target audience.
  • Media Engagement
    Organised a closed-door editorial briefing with 14 top-tier editors to provide in-depth context on water quality issues in Indonesia. The campaign was officially launched with a media gathering, featuring a panel discussion with hydrology and health experts, and attended by over 50 journalists.