Dasani “Tastes Like Salmon”
Brand: Dasani (Coca-Cola Company)
Execution: TV
Link: Click Here
Target: Water Purists
Reviewer: David
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.
Link: Click Here
Target: Water Purists
Reviewer: David
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.
May 2nd, 2006 at 4:29 pm
[…] Description: The 2006 campaign for Dasani introduces three new characters; a poodle, a goldfish and a camel. As with the 2005 campaign (see our review here), these new spots have the actors who play the animals describing how they prefer Dasani to the water they normally drink (or swim in for the fish). Each talks about the ‘clean crisp taste’ of Dasani. Each has perky background music and gives the fake animal a distinctive personality. Each ends with a product shot and a voiceover of the tagline, “Dasani - the water that makes your mouth water.” […]
October 6th, 2006 at 10:56 pm
I have been drinking Spring water now for years. I always look on the side of the bottle to find out the source of the water go on line and verify it whatever. My wife bought a 12 pack of Dasani grape thinking it was spring water. I tried it hey it tasted really good. But is it as pure as spring water? That is the question. I dont care where it comes from as long as it is pure. I always just imangined that spring water was the purist. Now I’m wondering.
December 7th, 2006 at 8:12 pm
I recently put two really nice gold fish in a big dasani water bottle, thinking the water would be better for them….one fish died shortly after. I thought it was just a coincidence, but then the other started to act strange. I changed the water to tap and the other is still alive.
December 12th, 2006 at 6:01 pm
I agree with Bels
If you think dasani is a natural water you should
check this websites and you will see what I am talking about
http://saludplena.wordpress.com/2006/11/03/agua-que-no-has-de-beber/
http://pr.indymedia.org/news/2006/06/16841.php
The webpages are in spanish but if you search you can easily find the information in english.