Danone settled in Indonesia in 1998 by signing a strategic alliance with Aqua, an Indonesian brand of bottled water launched in 1973. With this partnership, the brand strengthened its market position becoming the largest producer of bottled mineral water in Indonesia. In 2005, Mizone was launched in Indonesia, as a roll-out of the Chinese success story.
Danone implemented its Baby Nutrition division in Indonesia in 2007, with the acquisition of Numico and therefore of the brands Sari Husada (an Indonesian brand born in 1954) and PT NIS (launched in Indonesia in 1987 thanks to the import of products from Netherlands). With the launch of SGM in 1965, Sari Husada was a pioneer in the development and production of nutrition product in Indonesia.
The AQUA brand in Indonesia is a true growth engine for Danone: it market share grew by +48% in 2016. To secure future growth, the AQUA team launched several campaigns for the year of 2017 targeting the young audience. One fourth of the Indonesian population is indeed aged under 14 years old. The aim was thus to create a strong engagement with the AQUA brand from an early age on. The #AdaAQUA campaign, released in January - May 2017, was a platform to stimulate the on-the-go consumption. Despite time constraints, it is very important to have a good hydration to keep our concentration and focus up throughout day. The #AdaAQUA campaign was broadcasted on TV, outdoor, in store and on digital.
The sixth edition of “#AdaAQUA” campaign was focused on outdoor, digital and instore with the launch of a new bottle. The campaign objective is to remind the consumers to always keep hydrated by always have AQUA with them all the time to avoid those unpleasant moments during the day. This time AQUA introduces the new terminology to describe the mild hydration symptoms. It’s a new word and combination of several words.
Since 2007, AQUA co-created Water Access, Sanitation and Hygiene (WASH) projects with more than 19 partners including local and international NGOs, universities, companies and governments. In early 2017, more than 135,000 people in more than 70 villages in 18 Districts benefited from the initiative. Through the initiative, AQUA promotes multi-stakeholder partnership, community empowerment and the use of appropriate technology as primary approaches to ensure its sustainability.
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