Air Minum Pelangi is a mineral water brand sourced from the natural mountain springs of Ungaran in Central Java. Built around the idea of "Air Mineral Cinta" and the tagline "Air Pelangi, semurni kasih ibu," the brand ties clean, quality hydration to the warmth of family, care, and a mother's love, making it a natural everyday choice for households.
Rooted in Semarang, Pelangi was ready to grow beyond its home base. The brand needed to boost sales and build recognition as it expanded into new markets outside the city, reaching households that didn't yet know it.
We built content directly on the brand's own foundation, drawing on its themes of love, wellness, care, and motherhood so every post reinforced the "semurni kasih ibu" message rather than working around it. That consistency gave Pelangi a clear, emotive voice on social media as it entered new markets. Alongside the content, we ran performance campaigns that drove sales through e-commerce and the brand's own website, turning that growing awareness into orders.
