Nowadays the usage of plastic material is very common in the midst of our daily lives. The convenience that plastics offer, however, led to a throw-away culture that reveals the material’s other side effect. Danone-AQUA has a commitment to pioneer three important commitments in overcoming the problem of plastic waste in Indonesia.
Seeing the importance of delivering a communication, which is guided by the existence of a communication strategy, this research aims to analyze the communication strategies used by Danone-AQUA in overcoming plastic waste problem in Indonesia through the launching of “AQUA LIFE” the 100% recycled packaging and recyclable as a part of #BijakBerplastik campaign based on the Four Steps of PR Process by Cutlip, Center and Broom starting from formative research to analyze the situation, strategic action planning, communication implementation, until the evaluation process. The method used in this research is qualitative research method with in-depth interview.
The result of this research shows that Danone-AQUA has done a quite good communication strategy and has implemented the Four Steps of PR Process by Cutlip, Center and Broom. However, it appears that Danone-AQUA still has shortcomings because there is still misinformation perceived from the public regarding: lack of exposure to the real initiatives behind #BijakBerplastik movement from Danone-AQUA to the public, openness about information related to how sustainable the packaging is, and lack of emphasis in terms of the business model adopted by the company which raises doubts about the sincerity of the company in solving the problem of plastic waste in Indonesia.

Keywords: Public Relations, Communication Strategy, Danone-AQUA, Plastic Waste, #BijakBerplastik