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LE Minerale Davao by Rehoboth Variety Store

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LE Minerale Davao by Rehoboth Variety Store

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Le Minerale Mountain Water Goes to the Philippines

Another Indonesian brand has entered the Philippine fast moving consumer goods (FMCG) industry. This time, Mayora Indah, the producer of Kopiko 3-in-1 coffee, has launched the Le Minerale bottled mineral water to capture a slice of the fast-growing packaged water market.

The Philippines packaged water market is dominated by The Coca-Cola Company (Wilkins), Philippine Spring Water Resources (Nature’s Spring) and LT Group (Absolute and Summit).

Le Minerale was first launched in Indonesia in 2015. In 2016, the bottled water saw its sales volume in Indonesia surging by 283.4% and volume up by 252.5%, according to the data from Nielsen. The strong performance of Le Minerale can be attributed to its low base in 2015.

Le Minerale comes with the tagline “taste the freshness of mountain mineral water,” the same positioning as the one adopted in the home market in Indonesia. Mountain mineral water is known as “air mineral pegunungan” in Bahasa Indonesia.

Featuring a replica mountain to strengthen brand message

The Le Minerale in-store display unit at the Robinsons Supermarket in Robinsons Galleria shows a replica of a mountain to emphasise the natural source of the mineral water from the mountain.

*Images: Le Minerale displayed at Robinsons Supermarket, Robinsons Galleria in Quezon City, Manila. Photographed by the author.

MANILA – INITIATIVE Philippines, the culturally-driven media agency within IPG Mediabrands, has continued its impressive 2017 trajectory into 2018 with the new appointment of LE MINERALE MOUNTAIN MINERAL WATER. Part of the PT Mayora group, LE MINERALE was launched in August 2017 with a reported adspend of 1.5 Bn PHP.

IPG Mediabrands, the global media arm of Interpublic Group (NYSE: IPG), launched the new INITIATIVE agency office in the Philippines in mid-2017, to service clients such Reckitt Benckiser, Energen, Bonchon, UNICEF, Bounty Fresh and Ayala Malls.

While a new player to the Philippines in 2017, the INITIATIVE global network is powered by more than 3,200 people across 80 countries. Account wins such as Mead Johnson, LEGO and PRU Life UK, as well as the global Amazon and Carlsberg business, cemented INITIATIVE Philippines ranking at the top of R3’s New Business League Table at the end of 2017.

INITIATIVE Philippines is led by Managing Director David Trovell who has more than 20 years industry experience spanning the UK, Australia and the Philippines. Trovell has been recognized with multiple awards for his influential strategic work including 4 Cannes Lions and the Australian Media Grand Prix.

Commenting on the client appointment Trovell said, “The media industry is built on trusted partnerships. To have a client demonstrate their trust by awarding us additional business is testament not only to the strong team we have built here at INITIATIVE Philippines, but also to the strength of our cultural branding market proposition.”

Mike Tandas, Marketing Manager – Beverage, commented “The appointment is testament to the great job that Initiative has done in helping us grow Energen. They truly understand our business and have demonstrated time and again that they can be trusted to deliver results.”

INITIATIVE’s appointment as agency of record to the Le Minerale business is effective immediately.