Survival Strategy Amid Negative Issues: The Secret of AQUA

Everyone needs water to maintain hydration and bodily freshness. From roadside stalls to office meeting rooms, the choice to consume packaged drinking water is often made without much consideration. However, most people opt for well-known brands like AQUA.

In recent years, the packaged drinking water (AMDK) industry has been hit by a succession of issues. These range from health concerns regarding BPA in polycarbonate (PC) gallons, accusations of water source exploitation, to boycott campaigns based on geopolitical sentiments.

Communication practitioner and advertising lecturer at the Politeknik Negeri Media Kreatif (Polimedia), Andre Donas, assesses that dominant brands like AQUA tend to become primary targets in various negative narratives. “In many cases, we see not just data-based criticism, but also marketing that sows fear, namely narratives constructed to create public anxiety,” he said.

This strategy operates with a consistent pattern, linking the product to health risks and allowing those concerns to spread faster than science-based clarifications. One of the most evident examples is the narrative about BPA in reusable polycarbonate gallons.

In various issues, BPA is often associated with major risks such as hormonal disruption, autism, infertility, and cancer. The narrative is built as if widespread use of reusable gallons would directly impact public health.

If that assumption were broadly true, diseases in Indonesia would surely be dominated by those linked to BPA. However, epidemiological reality does not show this.

Several academic studies in Indonesia actually yield different findings. Tests from several universities such as ITB, USU, and UII indicate that BPA in water from polycarbonate gallons is at undetected levels within the limit of detection (LOD) of the testing equipment. This means, practically, no BPA migration is found in consumed water under normal usage conditions.

These findings reinforce that factors like usage, temperature, and exposure duration are crucial, and reusable gallons remain safe if used according to standards.

Consumer behaviour also shows an interesting aspect. Field observations reveal that society continues to consume AQUA in various daily activities, both in households, workplaces, and during travel. The product remains a choice across segments.

That is why, for basic needs categories like drinking water, consumption decisions are not solely determined by viral information, but by repeated real experiences. Consumers tend to return to what they know and trust. “Trust is accumulative. It is built from long experiences, not from one or two issues that arise on social media,” said Andre.

In addition to trust, distribution strength is an equally important supporting factor. Product availability up to remote areas keeps AQUA present in people’s daily lives.

Meanwhile, innovations like reusable gallons actually strengthen its position amid rising environmental awareness. This system enables plastic use efficiency while reducing potential waste at final disposal sites (TPA). “When consumers feel they are not contributing to pollution, there is a sense of participation. This strengthens the relationship with the brand,” he stated.