Bonaqua | First 100% domestically recycled bottled water

Client: Bonaqua

Project: Road to 100%

Date: 2026 ongoing campaign

Location: Ulaanbaatar, Mongolia

Challenge

As awareness of sustainability grows in Mongolia, a gap still remains between understanding and actual consumer behavior. Communicating environmental impact in a way that is both clear and compelling continues to be a key challenge for brands.

For MCS Coca-Cola, launching the country’s first bottled water with 100% recycled packaging was more than just a product introduction. It represented a shift toward redefining everyday consumption habits. The challenge was to simplify a complex sustainability message for consumers and influence their purchasing decisions.

https://www.youtube.com/watch?v=Qlw9fkWYQKI

Solution

We developed a multi-layered campaign designed to make sustainability relatable, credible, and easy to understand.

At the core, we collaborated with seven well-known content creators, influencers, and public figures to produce a hero TVC. Each personality brought their own voice and audience, helping translate the message into authentic, everyday relevance.

This was reinforced through a series of “Why Bonaqua” posters, where each creator shared their personal reasons for choosing Bonaqua-connecting the product to individual values and lifestyle choices.

To address skepticism around recycled packaging, we produced expert-led reels featuring professionals from various fields. These short-form videos:

• Reassured consumers about health and safety standards

• Explained what a 100% recycled bottle means in practice

• Provided insight into Mongolia’s current recycling system

• Encouraged audiences to actively participate in and support the system

By combining influencer storytelling, expert validation, and educational content, the campaign successfully bridged the gap between awareness and action, transforming a complex concept into a clear, trustworthy, and actionable choice for consumers.

Result

The campaign successfully positioned Bonaqua as a pioneer of sustainable consumption in Mongolia, shifting its perception from a standard bottled water brand to a purpose-driven choice.

By combining trusted voices with expert-backed content, we strengthened consumer trust in recycled packaging and clarified its safety and value.

Most importantly, the campaign moved beyond awareness to influence real behavior. Audiences were not only informed but empowered to make more responsible, environmentally conscious choices in their daily lives.

This initiative demonstrated how global sustainability goals can be translated into meaningful local action, setting a new benchmark for purpose-led brand communication in Mongolia.

PROJECT TEAM

CEO: Dovdonbalbar T.

Senior Account Manager: Battuul G.

Account Manager: Purevjargal G.

Assistant Manager: Naransolongo M., Tengis M., Undrakhgerel. D

Director of Photography (DOP): Amin-Erdene P.

Videographer: Ochsuren D.

AC: Temuulen D., Bilguun Ts.

Designer: Enkhjin Ya.

Road to 100% | BTS