Dasani XL
The challenge: Dasani has a PR problem. We need to make Dasani a likable brand. We're not allowed to change the formula or the name of the brand.
Case study
It's a tale as old as time: the portions sold get smaller while the prices get bigger. In an oversaturated market with identical products, Dasani will provide the one thing everyone can appreciate: Less Money, More Water. New 1.5L bottles for $0.99.
Given that America is currently overwhelmingly dehydrated, the campaign will center around making their "why" known by educating the public.
The Out of Home campaign centers around repetition, each additional image solidifying that dehydration has no labels--it happens to everyone, and the human element of seeing another person is meant to build a connection while still remaining mildly unsettling with the flat, dull background colors.
New Bottle Labels
Giganto label
Gigantic label that'll be printed on a larger-than-life exhibit bottle placed in Central Park for the month of June. It'll provide natural shade, plenty of facts, and most importantly, a water dispenser taking directly from the gigantic bottle.
Landing Page
dasani.com/rehydrate or /rehydrateamerica, is a page dedicated to further illustrating the facts in a youthful but serious way.
Most interestingly, at the bottom of the page, we offer a choice for users: buy one bottle for yourself or buy one for two random strangers. If they choose the latter, on the hottest day in several cities, Chicago, LA, Miami, and Phoenix, we'll set up stands giving away those bottles for free.
