Dasani

Dasani water has had a bad reputation for a while now. We set out to change the sour perception of Dasani water for the better. Dare to Dasani is a campaign that is positioned as an exclusive club to encourage people to dare to drink Dasani again. We found that reviews for Dasani were pretty mixed, but a whole lot of them were negative. There were many comments that were completely out of the box and absurd that did not even make sense. With this we sought out to twist negative reviews into an exaggerated and funny light. Through our executions we wanted to persuade people to give it another try because their negative perceptions of the drink could have just been due to the situation they were in. We want them to think about questions like when did they drink it last? What was happening around them? We wanted to make people feel like they are a part of something, that being the club of people who drink Dasani rather than it being looked at in a negative light. We settled on “Dare to Dasani. Join the club.”

Partners

Aidan Whitney

Social Media

Out of Home

Commercials

This video advertisement the story of a not so optimistic flyer who missed her flight trying to buy a bottle of water. Was it her poor time management or the water itself that caused her hatred for the brand?

This video advertisement involves a competitive eater recounting his not so triumphant aftermath of a food challenge when he tried to wash down his three pounds of burger meat with a bottle of Dasani.

This video advertisement involves has a not so funny stand up comic recount getting heckled and having a Dasani water bottle thrown on stage. A bottle of Dasani is enough to remind him of that upsetting moment.

This video advertisement involves a bad gambler who chokes on the water after a very unfortunate hand. He blames the water, but looking back it could have been the realization of his bad luck.

Experiential

The cool down experience will be placed in the heart of the Coachella Valley during Coachella Music Festival for people to cool down from the heat and the dancing. The cool down tent itself is in the shape of a Dasani water bottle where guests become immersed into an entire Dasani experience. They enter through the top of the bottle while being sprayed with misters to cool off. Once in, they are able to enjoy a slushie bar with 3 flavors of slushies that correspond with the flavored sparkling water flavors that Dasani offers. If they do not want a slushie they can pick up an ice cold mini bottle of Dasani with speciality packaging. While in they are encouraged to snap selfies and photos in the bottle chairs along with at the event using the hashtag #DaretoDasani. This event’s goal is to have more people feel like they’re part of the Dasani club and become excited about Dasani water. There will also be a raffle for anyone who posts with the hashtag will get a chance to snag some speciality Dasani merch from the cool down tent.