DASANI Launches New Look Packaging

<p>DASANI is springing into spring with a fresh new look&comma; taste and marketing campaign&period;<&sol;p>&NewLine;<p>The Coca-Cola water brand&comma; which has hydrated and refreshed North American consumers since 1999&comma; is unveiling an eye-catching visual identity system &lpar;VIS&rpar; across all packaging and communications&period; The refreshed design aesthetic is anchored in a lighter &OpenCurlyDoubleQuote;celeste blue” color palette and wave inspired by the &OpenCurlyDoubleQuote;S” in the DASANI script&period;<&sol;p>&NewLine;<p>&OpenCurlyDoubleQuote;DASANI was one of the first mainstream water brands to hit the market 25 years ago&comma; and has endured the category’s changing landscape&comma;” said Shawnika McPherson&comma; brand director&comma; DASANI&period; &OpenCurlyDoubleQuote;We’ve modernized our logo and label to better stand out on the water aisle with a premium&comma; calming look and feel&period;”<&sol;p>&NewLine;<p>All 100&percnt; recycled PET DASANI bottles — 20-oz&comma; 1-liter&comma; 1&period;5 liter and 12-oz&period; — will continue to sport green caps showcasing the brand’s longstanding sustainability credentials&period;<&sol;p>&NewLine;<p>DASANI also is tweaking its formulation in response to consumer feedback&comma; by removing sodium chloride &lpar;salt&rpar; for a clean&comma; crisp taste loyal fans are sure to love&period; The previous formula contained a dietarily insignificant level of salt&comma; a mineral and electrolyte originally added for taste&period;<&sol;p>&NewLine;<p>The brand’s first major marketing campaign in five years — &OpenCurlyDoubleQuote;Life Happens Between Sips” — will bring the new VIS to life by celebrating the role DASANI plays in the authentic&comma; &OpenCurlyDoubleQuote;in-between” moments of everyday life&period; Creative targeting DASANI’s core health- and cost-conscious demographic launches this month across multiple channels&comma; including broadcast and streaming TV&comma; social&sol;digital and out-of-home&period; Collaborations with retailer partners will build shopper awareness through in-store displays and sampling activations&period;<&sol;p>&NewLine;<p>DASANI is The Coca‑Cola Company’s fourth-largest brand by volume in North America&period; The company’s water portfolio&comma; which also includes the premium category-leading smartwater&comma; offers complementary tastes and personalities that offer something for all consumers and occasions at different price points and in a range of packages&period;<&sol;p>&NewLine;<p>&OpenCurlyDoubleQuote;DASANI is a &OpenCurlyQuote;we’ brand&comma; not a &OpenCurlyQuote;me’ brand&comma;” McPherson said&period; &OpenCurlyDoubleQuote;We’re an accessible water brand friends and families share over a meal&comma; at a game&comma; concert or birthday party — and really wherever life happens — a message hope to send with the &OpenCurlyQuote;Life Happens Between Sips’ campaign&period;”<&sol;p>&NewLine;