Key Benefit: Dasani by Coca-Cola is the bottled water that gives you a pure, fresh taste.
Reason to Believe: Dasani by Coca-Cola is enhanced with minerals.
Brand Positioning Statement:
For bottled water drinkers, Dasani by Coca-Cola is the bottled water that gives you a pure, fresh taste. That’s because Dasani by Coca-Cola is enhanced with minerals.
Personal notes: 1) Water. How do you tell the world to “buy our water because its the freshest water around” and have people believe you? Just about every major beverage company has bottled water. There’s Aquafina by PepsiCo, Pure Life by Nestlé, Dasani by Coca-Cola, and the various other private (or near-private) labels on the shelves as well. I have to believe that this is one product area that has got to be REALLY difficult to push. One of the many things Coca-Cola has been great at is selling the Coke “image” in so many ways. One of their most iconic symbols is the shape of their Coke bottle (which they’ve even patented, I believe). I may be mistaken but it appears as though Dasani is even referencing the Coke bottle shape with its own water bottle shape. If that is the case, that’s pretty cool and good job Coke! I would love to know if that was their intent and if they’ve found that it works. 2) I derived this brand position from examining the package that I bought at the store.
I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before!