Dasani Reaches Out to Women via ‘Fantasy’ – advertising campaign – Brief Article
Theresa Howard
Pulling a spot out of the closet, Coca-Cola is turning up the heat in the bottled water category with a $15 million TV push behind its Dasani brand.
The ad, which was first produced last year but only recently began airing on WNBA telecasts per the brand’s female-skewing target, uses a sepia-hued blue-and-white execution that reflects the bottle’s clear blue color and the tagline, “Life simplified.”
Creative shows a woman reading a novel on a desolate beach as a tanned man walks up to her saying, “Ms. Johnson, I fixed the copier” as the tropical song, “Guantanamera,” plays in the background. But the scene quickly jumps out of Ms. Johnson’s fantasy to the real world of her office in an urban jungle where the person who has come to fix the copier is actually a geeky office clerk.
The message carries over from an extensive print campaign that is projected to be part of an overall $40 million push behind Dasani this year. Berlin, Cameron & Partners, New York, handles the brand, which officially launched last summer and relied heavily on coupons and sampling to induce trial.
Rival Pepsi-Cola meanwhile, last month unveiled a $15 million print and TV campaign, via J. Walter Thompson, New York, behind its Aquafina brand with the tagline, “Every part of your body needs pure water.” That message targets adults 18-49.
The Dasani ad, said sources, is just the initial spot in a campaign that will “evolve” around the secondary tag, “Replenish the Source Within,” with new executions expected to head into rotation throughout the summer.
The TV manifestation may help Dasani reach a broader audience than the mostly-female target it now hopes to reach.
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