The Tourism Ministry partners up with coconut-based beverage brand Hydro Coco for a Wonderful Indonesia co-branding deal.

“This is a follow up on the Hydro Coco co-branding deal with the Tourism Ministry that has been signed by the CEO of PT Kalbe Farma and Tourism Minister Arief Yahya,” said PT Kalbe Farma Tbk’s Kalbe beverages head of marketing, Arwin N. Hustasoit.

The company is the owner of Hydro Coco product and one of the biggest pharmaceutical companies in Southeast Asia.

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“We previously launched a special packaging themed Exotic Indonesia in August, but later changed it to Wonderful Indonesia following the co-branding deal,” Arwin said.

“We show tourist destinations such as Padar Island in Labuan Bajo, Broken Beach in Nusa Penida, Bali, Raja Ampat in Papua and Atuh Beach in Nusa Penida in Bali on the Hydro Coco packaging,” Arwin added.

Hydro Coco is the pioneer of packaged coconut water that uses Ultra High Temperature (UHT) technology and Tetraprism packaging. It is a natural isotonic that is low in carbohydrate and contains natural sweetener.

So far 42 brands have agreed to participate in the co-branding deal. The ministry itself is targeting to partner up with 100 companies. (kes)

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