News

COMMENT: Coca-Cola’s miniature extension

Most popular

How COVID has changed consumers' shopping habits

COVID is opening up aged spirits to a new world

How COVID has driven at-home indulgence - trends

Pernod Ricard Performance Trends 2016-2020 - data

PepsiCo's Driftwell launch a seachange for drinks

MORE

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

Related Content

Why are spirits brand owners still getting women wrong? - comment

Why are spirits brand owners still getting women wrong? - comment...

Why is the Coca-Cola Co being conservative for 2020? - analysis

Why is the Coca-Cola Co being conservative for 2020? - analysis...

The Coca-Cola Co's job cuts will usher in industry-wide post-COVID reviews - comment

The Coca-Cola Co's job cuts will usher in industry-wide post-COVID reviews - comment...

The Coca-Cola Co Performance Trends 2015-2019 - results data

The Coca-Cola Co Performance Trends 2015-2019 - results data...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?