NEW YORK: Dasani hosted a spa day on April 24, the bottled water's first Mother's Day program targeting black women. More than 300 consumers joined Dasani spokeswoman, the singer Chilli of TLC, at the Townhouse Spa to receive beauty makeovers, including hair styles and trims, from L'Oreal Paris and SoftSheen Carson.
"We just really wanted to give them a moment to just refresh and be rewarded for everything [moms] do," said Lori George-Billingsley, director of community and multicultural communications for Coca-Cola North America. The program fits with Dasani's overall message of staying refreshed, and the messaging around the event was all about staying healthy, hydrated, and beautiful.
Coca-Cola worked with MS&L, Miles Ahead Entertainment, and another firm on the PR, which focused on getting media coverage for the event.
Dasani leveraged Chilli's participation by having the singer do an SMT leading up to the event and inviting entertainment media to the spa day. Local New York media and outlets targeting the black community also covered the event.
Online, Dasani has a Web site, DasaniStyle.com, with Chilli's blog, beauty tips, and information about hydration and the importance of drinking water. The brand also has a presence on Facebook and Twitter.
The company also donated to several organizations and female leaders, including Dress for Success and Bethann Hardison, founder of Black Girls Coalition, because, George-Billingsley said, "we really wanted to honor organizations and women who are positive influence on [other] women."