Bucking the trend of decreasing sales for water brands, Coca-Cola’s Dasani had a decent year in a difficult market in 2008, increasing sales by 3 percent, while the overall packaged water market was down 0.4 percent.
To keep that momentum going, they’ve enlisted the help of Chilli, a member of the group TLC, and her son to help promote the product.
Targeting African-American women, Chilli is a great choice to push the beverage, because a large percentage of African-American women consume packaged water.
The campaign was launched “in an effort to increase household penetration and frequency,” said Yolanda White, assistant vice president of African-American marketing at the beverage giant.
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Coca-Cola Enlists Chilli to Market Dasani Brand
By: Geebee Micro - Published: Apr 9, 2009 • References: brandweek