Jakarta. Kalbe Farma, Indonesia's largest pharmaceutical company, has partnered with the Ministry of Tourism to use its Hydro Coco brand, a coconut-flavored packaged beverage, to promote the Wonderful Indonesia campaign.
According to Arwin Hutasoit, head of marketing at Kalbe Beverages, the deal was signed by Kalbe Farma president director Vidjongtius and Tourism Minister Arief Yahya in Jakarta on Aug. 10.
"We launched special packaging with the theme 'Exotic Indonesia' in August but later changed it to 'Wonderful Indonesia,' following the partnership," Arwin said in a statement on Sunday (01/10).
The packaging now features Indonesian tourist destinations, such as Padar Island in Labuan Bajo, Broken Beach and Atuh Beach in Bali and Raja Ampat in Papua.
Hydro Coco is a pioneer in packaged coconut water, with the use of ultra-high temperature (UHT) technology to sterilize the water, and tetraprism packaging to maintain hygiene. It is a low-carbohydrate isotonic beverage containing natural sweetener.
The Tourism Ministry now has partnerships with 42 brands, and it aims to increase this to 100 by the end of the current government's term.