Dasani
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Dasani 〰️
Client:
Dasani
Ask:
Build a brand campaign that will change the sour perception of Dasani for the better.
Key Insight:
Water, like the rest of the world, feels too complex.
Main Idea:
It’s just water, Why complicate it?
Role:
Strategist & Creative Director
Method:
In order to get a clear understanding of Dasani’s issue with consumers I utilized Syndicated databases, social listening, qualitative research, and informal sources.
Summary:
In order to shift Dasani’s negative perceptions it was important to have a clear picture of both the target audience and the category. Through research and social listening, I found a group of water drinkers who were not impressed by luxury water but rather preferred the simple things in life - like quality time with their loved ones. Due to this, I worked to reposition Dasani’s brand image to one that aligns with a simple lifestyle.