COMMENT: Coca-Cola’s miniature extension

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The Dasani brand is a newcomer in the burgeoning UK bottled water market so Coca-Cola's decision to launch a brand extension so soon further emphasizes its commitment to the product. It also demonstrates the potential of brand extensions in catering to the specific lifestyle requirements of different consumer groups. 

Dasani, originally launched in North America in 1999, is a filtered water enhanced with minerals, which only emerged onto the UK market very recently. Coca-Cola believes that room exists in the market for a lifestyle and image orientated brand as opposed to one that emphasizes the water's origins. It was ambitiously planned that the brand would be launched in 20 countries in a bid to make it the world's best selling water.

Dasani Dinky, the forthcoming brand extension scheduled to hit shelves in May, maintains this philosophy with its positioning as "a lifestyle brand for women". It is a handbag-sized 250 ml bottle with sports cap, half the size of the current Dasani offering. The new variant will retain the blue plastic packaging and will be available in multipacks of six. The product is specifically aimed both at the children's lunchbox market and "women on the go" as "the ideal handbag-sized serving".

Coca-Cola has put £7m behind the launch of Dasani, with an outdoor campaign using the strapline "Prepare to get wet". The company has also recruited pop singer Javine as its UK brand spokeswoman. Other activities include outdoor posters and regional radio promotions.
New TV and cinema advertising for is set to break on March 15 and sampling events are planned nationwide. Its overall commitment to making the brand the world's best selling water is illustrated by the rebranding of the famous Coca-Cola billboard in London's Piccadilly to Dasani.

The launch of Dasani Dinky capitalizes on the health-on-the-go phenomenon. Women, in particular, place considerable importance on portability when eating and drinking on the move, and Dasani Dinky clearly provides such functional benefits, something that is likely to assist its emergence in the UK market

Sectors: Soft drinks, Water

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