Following a competitive pitch, Danone Caaya has brought Lion & Lion on board to handle their digital marketing efforts for the company’s first-ever ready-to-drink (RTD) tea brand – the newly launched Caaya by AQUA. Lion & Lion’s is responsible for the overall digital strategy and creative development. The collaboration kicks off with social media content in Indonesia starting August 2018.


As the newest brand in Danone AQUA’s beverage portfolio, Caaya will complement existing brands such as AQUA, Vit, Mizone, and Vit Levite. Indonesians’ penchant of drinking tea means that having a presence within this category is the first step to encourage switching to healthier hydration, which has been Danone’s mission. Caaya contains 30-40% less sugar compared to other regular (non-less-sugar) products in the market.


Peter Harjono, Marketing Manager, said “Internally, we agreed that the strategic and integrated proposal that Lion & Lion presented is superior compared to other entrants. Lion & Lion demonstrated a strong understanding of the Indonesian beverage market and particularly the ever-crowded RTD tea category – which is imperative to support our new brand launch. Their impact-driven approach to digital marketing is exactly what Caaya needs, in order to instil distinction within our consumers’ mind.


Fernando Sarael, Client Director, Lion & Lion said “Working on the pitch and winning Caaya is truly exciting. Here we have an excellent tea brand with a proposition that is unique in the market and this really motivated the team to work on the campaign. Indonesians love tea, and together with Danone, we are looking forward to building Caaya as one of the most loved tea brands in Indonesia.


Interested in partnering with Lion & Lion? Drop us a message or give us a call.



Isabella Poulsen

Corporate Communications Manager

M +60 17 6556 302



Fernando Sarael

Client Director

M +62 82112962912