OPPORTUNITY
Danone AQUA
is the dominant leader in mineral waters in Indonesia. They did not,
however, have an entry in the premium, HORECA (hotel, restaurant, catering)
segment. Could their AQUA brand, while dominant in the RTD segment, be extended
successfully into the premium segment? One strong competitor, EQUIL, was
established in this segment as a premium, European styled product.
INSIGHT
AQUA’s advantages in Indonesia are
its deep local heritage, local water source, and commitment to the community.
To elevate the brand into a premium segment, we stayed true to their local
roots.
SOLUTION
Brandimage
created “Reflections”, a premium representation of the AQUA franchise. A
simple, elegant glass bottle was created, and an Indonesian fashion designer,
Sebastian Gunawan,
designed a unique, culturally relevant graphic of rattan patterns that was
applied to the bottle. The result is an emotionally connective sub-brand that
establishes a deep feeling among Indonesians when visiting fine restaurants
across the archipelago.
Source: Aqua Reflections
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