Dasani, a water brand owned by Coca-Cola, was looking to relaunch in Pakistan. The objective was to provide Dasani with a real point of difference to help it stand out within a highly commoditized category that is seen as a “sea” of sameness – water is water! Our task was to instil this point of difference and get consumers to buy into the proposition with an integrated campaign that translated into a market share of 10%. Young Adults [25 – 35], Male and Female, mid to high-income urban settlers. We needed to find a role for Dasani that resonates with this audience, feel locally relevant and differentiate the brand in the category.
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