#BERGERAKLEBIHBAIK AS A CULTURAL CAMPAIGN: BRAND ACTIVATION, DIGITAL LIFESTYLE, AND URBAN HEALTH CONSCIOUSNESS IN CONTEMPORARY INDONESIA

Ningtyas, Putri Ayu
Satria, Hardika Widi
Priyandhini, Besty
Tantuah, Naldo
Heychael, Muhammad
Kirana, Nazira Shafera

International Review of Humanities Studies

In today's hyper-competitive branding environment, marketing strategies are no longer solely focused on product promotion but have evolved into cultural practices that shape societal norms, values, and identities. This study explores how Pristine, a premium bottled mineral water brand, utilized brand activation through the #BergerakLebihBaik campaign to not only increase brand awareness but also construct a cultural narrative around health, wellness, and lifestyle among urban Indonesian consumers. Through a mixed-method qualitative approach including social media observation, in-depth interviews, and document analysis, this research demonstrates how the campaign functioned as a cultural artifact that mediated discourses of modern health, digital engagement, and consumer identity. The results show that the campaign achieved significant online and offline reach, indicating successful brand-culture integration.