Campaign details

Brand: Aquafina
Brand owner: Suntory PepsiCo Vietnam Beverage
Lead agency: Mindshare Vietnam
Contributing agency: JWT
Country: Vietnam
Industries: Bottled waters
Media channels: Packaging & design, Product placement, Public relations, Sponsorship - event, property, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

Aquafina’s tagline has always been ‘pure water that tastes good’. However, to win consumers’ hearts, its message needed to go beyond just highlighting the benefits of water. It needed to evolve and keep pace with the changes in society.

Aquafina believes that what’s on the outside always looks better when you feel good on the inside, and that ‘pure’ Aquafina can deliver beauty of the mind as well as beauty of the body.