USA – Dasani, Coca-Cola’s water brand, is embarking on a refreshing journey with a new look, taste, and marketing campaign.
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The brand is introducing a revamped visual identity system (VIS) across all packaging and communications, featuring a lighter “celeste blue” color palette and a wave motif inspired by the Dasani script’s ‘S’.
Shawnika McPherson, Dasani’s brand director, expressed excitement about the brand’s evolution, stating, “Dasani was one of the first mainstream water brands to hit the market 25 years ago and has endured the category’s changing landscape.”
The modernized logo and label aim to provide a premium, calming aesthetic that stands out on the water aisle.
Over the past decade, DASANI has challenged the status quo in beverage packaging and has continually strived to reduce its environmental footprint.
In 2022, the brand introduced bottles made from 100% recycled plastic (excluding caps and labels) in its 20-oz, 1-liter, 1.5-liter, and 12-oz packaging.
Additionally, Dasani responds to consumer feedback by removing sodium chloride (salt) from its formulation, ensuring a pure drinking experience.
Accompanying the brand refresh is Dasani’s first major marketing campaign in five years, titled “Life Happens Between Sips.”
This campaign seeks to showcase Dasani’s role in consumers’ lives’ authentic, everyday moments, emphasizing its position as a brand that fosters connection and shared experiences.
The marketing efforts will target Dasani’s core demographic through various channels, including broadcast and streaming TV, social media, digital platforms, and out-of-home advertising.
Collaborations with retailer partners will enhance shopper awareness through in-store displays and sampling activations.
McPherson highlighted Dasani as a brand that promotes shared experiences, emphasizing its role in moments shared among friends and families. The “Life Happens Between Sips” campaign aims to reinforce this message.
Meanwhile, Coca-Cola FEMSA, the largest franchise bottler globally, has temporarily suspended operations in Porto Alegre, Brazil, following recent floods in the Rio Grande do Sul region.
While the company confirmed no casualties among its personnel, it evaluates the necessary investments to restart operations and explores alternative solutions to maintain product supply.
Despite the operational disruption, Coca-Cola FEMSA does not foresee a significant financial impact from the incident.
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