Coca-Cola Enlists Chilli to Market Dasani Brand

By: Geebee Micro - Published: Apr 9, 2009 • References: brandweek
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. Stats for Credit Crunch Water Promos Trending: Older & Chilly
Research: 2,928 clicks in 372 w
Interest: 4 minutes
Concept: Credit Crunch Water Promos
Related: 39 examples / 30 photos
Segment: Neutral, 12-55
Comparison Set: 14 similar articles, including: oxygenated bottled water, bottled water for dogs, and bottled bathwater.