Aqua’s aim is summed up as “spreading goodness to enable Indonesians for a better Indonesia.” Its deep roots in Indonesian culture and society are one of its greatest strengths, and a key to understanding its status as a meaningful brand.
Across the archipelago, water is valued for its purity and abundance, two features that are prized in local culture. But more than a source of balance and harmony with nature, water is vital to the development of both the country and its people.
With two-thirds of the population lacking access to safe drinking water, Aqua understood the imperative. Outpacing other Indonesian brands to respond to the challenge, Aqua has become the number one natural bottled water, and also gained recognition as one of the country’s “Most Meaningful Brands.”
Addressing the health challenge of hydration is one of its main preoccupations. Aqua committed early on to providing access to affordable potable water in large formats. The Aqua Gallon was among the first of its kind to be distributed in Indonesia, and still represents a large percentage of sales.
Even so, while Indonesian young adults may drink a generous 1.6 liters per day, one child in four still does not drink enough water, especially in cities. As a result, Aqua is pushing for a healthy hydration revolution.
To this end, Aqua has stepped up its education and brand activation campaigns for young people. It released a communication campaign that used a light-hearted tone highlighting the rewards and pitfalls (in this case temporary loss of focus) of not being well hydrated. For younger children it launched small bottles of mineral water in the shapes of Disney characters, which have proven a fun and effective way to encourage children to drink water.
Another one of Aqua’s main priorities is the environment. Managing the water cycle is a major challenge in Indonesia, and one where the brand has been active for several years. It has developed a tool to reduce water consumption at the factory, while also aiming to return water safely to the environment, and protect the watersheds in partnership with the communities where it operates. In 2016, Aqua signed a strategic partnership with an NGO, water.org, to expand its water access program in a more sustainable way. Through this NGO, we are able to reach regions in need of water while contributing to the UN’s Sustainable Development Goals.
In parallel, plastic waste management remains a challenge in Indonesia. Recognizing the opportunity to raise public awareness, Aqua is working with local partners to organize collection and recovery of packaging with the goal of collecting more plastic than it generates.
KEY FIGURES
- #1 producer of bottled mineral water in Indonesia, with three new plants opened in 2016
- Recipient of the Living Legend Companies award in 2016, in recognition of more than 43 years of proven sustainable growth
- Water access programs serving over 135,000 people
