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.
Credit Crunch Water Promos
Coca-Cola Enlists Chilli to Market Dasani Brand
Trend Themes
1. Packaged Water Consumption by African-american Women - The African-American women demographic presents an opportunity for water brands to increase sales through targeted marketing campaigns.
2. Celebrity Endorsements in Beverage Marketing - Collaborating with well-known personalities to advocate for a product can help beverage brands to stand out in a crowded market and attract a more diverse audience.
3. Increasing Household Penetration and Frequency of Water Consumption - Companies can develop innovative strategies to increase household penetration and promote frequent water consumption through marketing campaigns and other means.
Industry Implications
1. Beverage - Beverage companies can stand out in a competitive market by targeting diverse demographics and collaborating with celebrities to promote their products.
2. Marketing - Marketers can work with companies to identify untapped audiences and create targeted campaigns to promote products more effectively.
3. Consumer Goods - Consumer goods companies can capitalize on the growing trend of health and wellness by developing creative marketing strategies to promote packaged water to specific demographics.