# Credit Crunch Water Promos Coca-Cola Enlists Chilli to Market Dasani Brand By Geebee Micro | Published 2009-04-09 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/Dasani-Chilli-Coca-Cola-Packaged-Water References: [brandweek](http://www.brandweek.com/bw/content_display/news-and-features/packaged-goods/e3ia7786901a6d39a30f582701169d5d90e) Bucking the trend of decreasing sales for water brands, [Coca-Cola](https://www.trendhunter.com/trends/cocacola-onpack-promotion)’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](https://www.trendhunter.com/trends/blue-dragon-sweet-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. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 13% | Activity: 26% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Market](https://www.trendhunter.com/market) ## Key Themes ### What Makes This Trend Stand Out - **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. - **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. - **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. ### Sectors Adopting This - **Beverage:** Beverage companies can stand out in a competitive market by targeting diverse demographics and collaborating with celebrities to promote their products. - **Marketing:** Marketers can work with companies to identify untapped audiences and create targeted campaigns to promote products more effectively. - **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. ## Related on Trend Hunter - [Summer Soda Brand Campaigns](https://www.trendhunter.com/trends/turn-up-refreshment.md) - [Youth-Targeted Water Ads](https://www.trendhunter.com/trends/wylers-light.md) - [Idol-Starring Water Campaigns](https://www.trendhunter.com/trends/innococo.md) - [Sensorial Soda Campaigns](https://www.trendhunter.com/trends/hurts-real-good.md) - [Black Artist-Promoting Campaigns](https://www.trendhunter.com/trends/marsai-martin.md) - [Model-Backed Chrome Bottles](https://www.trendhunter.com/trends/adriana-lima-and-waterdrop.md) - [Music-Themed Soda Marketing Campaigns](https://www.trendhunter.com/trends/cocacola-onpack-promotion.md) - [Artistic Multi-Beverage Ads](https://www.trendhunter.com/trends/cocacola-family.md) - [Celebrity Hot Sauce Ads](https://www.trendhunter.com/trends/thats-redhot.md)