Campaign details

Brand: Aquafina
Brand owner: Suntory PepsiCo
Lead agency: Wunderman Thompson
Country: Vietnam
Industries: Bottled water
Media channels: Online display, Online video, Public relations, Social media, Sponsorship - event, property
Budget: Up to 500k

Executive summary

From essential to quintessential: evolving something as fundamental as pure water to an aspirational brand

From its launch to the present day, Aquafina's unprecedented success in Vietnam had come from its association with fashion via a strategic partnership with the supermodel Thanh Hang.

To really escalate the brand platform and elevate the brand beyond the category conventions of commodity products, we wanted to own something grand and long-term, exclusively by Aquafina. Moving the brand from something as essential as pure water, to becoming a quintessential symbolism for purity and beauty.