Aura Mineral Water brings home title at FMCG Asia Awards 2024

It is evolving its brand narrative to emphasise emotional engagement and distinct propositions.

Beverage manufacturer Tipco F&B took home the Campaign of the Year - Thailand title at the prestigious FMCG Asia Awards 2024 for its successful launch of the Keep it Cool, Keep it You campaign for its Aura brand.

An established brand with over 40 years of experience in the industry, Aura Mineral Water stands as an outstanding product, with water sourced from cold springs and filtered through 2,700 feet of natural rock beneath a majestic mountain within a well-preserved natural park. This unique process allows Aura to emerge as a cold spring mineral water, flowing directly to its bottling plant.

Despite its strong quality, the brand is facing challenges with consumer perception due to a lack of connection with its consumers. Whilst the original users were Gen X and Baby Boomers, the focus has primarily been on functional benefits and the brand's traditional image. To address this, we aim to expand the target audience to include Gen Z, although the brand has struggled to establish a meaningful connection with this group.

Whilst loyal customers continue to appreciate the product, recent market trends indicate a shift in consumer behaviour, particularly amongst younger generations. A brand health assessment revealed that the traditional value propositions may no longer resonate with new consumers, who often overlook functional benefits in favour of emotional connections.

The "Keep it Cool, Keep it You" campaign addresses this assessment by evolving the brand narrative to emphasise emotional engagement and unique propositions that differentiate it from competitors. Designed to stand out, the campaign aims to connect more deeply with Gen Z, seeking valuable insights from this audience to create a stronger, more resonant connection.

This is going to be done by creating viral video clips to inspire people to be themselves, OOH media to maintain social trends, and utilise influencers who represent each tension in Thai society.

With such efforts, the campaign has recorded 24.7 million reach, 6.2 million views, and 262,000 engagements. Its OOH media particularly stands out, as it has recorded 378 million eyeballs within its 305 screens from 15 June to 15 August. Other banners have also averaged a million eyeballs. This performance has also translated into a 5% sales target growth YoY.

“This year marks the beginning of a new chapter for Aura, as we focus on creating a deeper connection with our consumers,” the company said.

Organised by Retail Asia, the FMCG Asia Awards celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].