Danone: Undercover hydration reminders with aqua

AQUA, a bottled water brand, launched a campaign in Indonesia to reinforce brand saliency, grow sales by 10%, maintain 45% market share and remind the audience that drinking water is a healthy habit.

Campaign details

Brand: DanoneAgency: Wavemaker IndonesiaRegion: APAC

Strategy

Objective

AQUA, Indonesia's no.1 bottled water brand is the market share leader in this category. However, this market leadership is heavily challenged with the onslaught of pandemic and new players on the shelf. To maintain its stronghold in the category, AQUA needs to grow by 10% sales and maintain 45% market share during the most opportune season in Indonesia, the holy month of Ramadan.

This is an uphill battle. The beverage category was extremely cluttered. Share of stomach has been cannibalized by carbonated drinks and new entrants...

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