Coca-Cola Continues Dasani Web Push
The beverage giant taps Unicast for a second phase of online marketing for its bottled water.
Atlanta-based Coca-Cola Co. is continuing its big-budget online marketing push behind its Dasani bottled water, with plans to unveil a rich media Web campaign this week.
Using Alley-based Unicast’s Superstitial format, a series of three spots will promote the product as a way for women to seek balance and wellness in their daily routines.
The spots, “Laugh,” “Walk” and “Daydream,” show women enjoying peaceful, quiet moments. With copy such as “Walk to the tune of your own theme song” and “Substitute a good belly laugh for your crunches,” the ads encourage women to take time to enjoy special moments in life. Graphic execution in the spots is meant to suggest the look and feel of Dasani’s Web site.
The pitch comes in with the spots’ final frames, which show an illustration of the Dasani bottle and the tagline, “Treat Yourself Well. Everyday.”
The spots were created by Dasani’s interactive agency, New York-based Zentropy Partners, and come as the latest phase of Coca-Cola’s efforts to reach Web-savvy women.
Previously, Coca-Cola launched a co-branded content site on Alley-based women-focused portal iVillage, seeking to promote the bottled water as a part of a healthy, balanced lifestyle. The company provided content on wellness and fitness, while receiving sponsorship opportunities throughout the portal.
The push coincides with a pre-summertime media battle against entrenched archenemy PepsiCo, which has its own Aquafina bottled water product. In addition to a sizable Web campaign, the company is also running TV and print ads.
Coca-Cola didn’t disclose spending on the latest portion of the Web campaign, but a spokesperson for Unicast said the media buy included rotation of the three spots on Web portals and on fitness-focused sites with large female audiences.
Earlier this year, Coca-Cola debuted Superstitial spots for Coca-Cola and diet Coke. Zentropy oversaw those executions as well.
