Brand: Dasani (Coca-Cola Company)
Link: Click Here
Target: Water Purists
Rating: *What Works:
This spot is Coke’s attempt to fight off the Fiji’s of the world by pointing out that “Natural Spring Water” is not necessarily better water. On the basis of plain fact, they’re probably right – we know from the Perrier scandal way back when that natural sources can be tainted. So there is a point in this spot – somewhere.What Doesn’t:
Okay – disclaimer at the top here. I worked for Coke. I love Coca-Cola. I won’t drink a Pepsi. But this is a terrible spot. There is a bear wandering in the woods (a really fake bear) catching salmon in a stream and he points out that water from a “Natural Spring” might taste fishy. The implication is that Dasani does not come from a natural spring and won’t taste fishy. Quite an end-benefit there!This is a problem-solution ad. With no solution. The problem is that natural water can have natural pollution. We’ll say that it is a problem anyway – it seems a little weak to me. But there is no solution. Why? Because Dasani is on shaky ground here. It may be true that filtered municipal water is really, really safe and that adding minerals to it makes it taste really, really good – but is that what Dasani wants consumers thinking about? That Dasani is just tapwater that is filtered and re-mineralized? That is not a very strong selling proposition. Coke is one of the strongest brands in the world and they STILL don’t get it that beverages do NOT sell on product attributes!Add a cheesy execution and a lack of good brand impact for Dasani and you’ve got a real stinker.Branding Bottom Line -
Sad, sad, sad. The folks in Atlanta can do (or at least approve) better advertising.