The campaign, which is being run by Lexis PR, will use ‘celebrity events’ and media relations to position Dasani as an ‘urban water for the fast-living generation’, according to Judith Snyder, PR manager at Coca-Cola.
A year-long campaign breaks next month and will target 20 to 35 year-olds and seek to differentiate Dasani from brands such as Evian by promoting it as a ‘lifestyle brand’.
Plans to launch Dasani in the UK were unveiled to the trade press last autumn.
The brand, which is already available in the US, will launch in stores across the UK next month.
The account team at Lexis, which also works on Diet Coke, is headed by consumer division head Marilyn Wicks.