DASANI
I know I’m tap but…
Awarded the Silver Crowbar at the Crowbar Awards judged by Greg Hahn from Mischief @ No Fixed Address.
Challenge: Alter the sour perception of Dasani bottled water.
Insight: Dasani and everyone else should embrace their flaws, be kinder to themselves and others and find their strengths.
Solution: #EmbraceYourDasani
Being the bottom of every water bottle joke, Dasani knows what it’s like to be criticised. #EmbraceYourDasani brings a message of self-acceptance to consumers. Through this campaign, Dasani wants to tell its consumers to accept and embrace their flaws and find their strengths too.
Art Director: Stephanie Kung (me!) & Simon Yu / Copywriter: Stephanie Kung (me again!)
PHASE 1: On Dasani
PHASE 1: On Dasani
#EmbraceYourDasani will be rolled out in 4 main phases.
In Phase 1, we will release OOH executions focused on shining light on Dasani itself and what the brand does well in.
Social
Small text: *Research shows that magnesium sulfate can help relieve short term constipation.
PHASE 2: Social Media
PHASE 2: Social Media
Phase 2 will involve a more social emphasis. The executions will tackle current social conversations about Dasani and discuss more relatable and interpersonal topics.
Social Activation: Aluminum Can Redesign
To extend the campaign to consumer, “I know I’m tap but” will have a social extension by the hashtag, #EmbraceYourDasani.
A can packaging redesign will invite consumers fill in the blanks to create their own #EmbraceYourDasani message and post it on their socials.
Social Activation: OOH
As an incentive to participate in the campaign, we will be exhibiting user-generated content from the #EmbraceYourDasani submissions on a digital billboard in Times Square.
This billboard will show the public that Dasani is way more than a bottled water brand, but a brand that stands for a mission - promoting self-acceptance.
PHASE 3: The Public
PHASE 3: The Public
In Phase 3, the public will be invited to join in the conversation of #EmbraceYourDasani.
PHASE 4: Leveraging Influence
PHASE 4: Leveraging Influence
In Phase 4, we will leverage the power of influencers and celebrities to further incentivize the public to get involved in the #EmbraceYourDasani movement.
Celebrity Incentive: Lizzo
To further incentivize participation in the #EmbraceYourDasani social activation, we will be inviting singer, Lizzo, to be a partner in the campaign.
*This campaign was planned in March 2023 - before Lizzo’s scandal broke out
Why Lizzo?
Because she embodies confidence, queen-energy and self-love - exactly what #EmbraceYourDasani stands for.
Incentive
Four lucky winners will get to join Lizzo backstage on her “The Special 2our.”
To enter, participants simply need to post a selfie with their can of Dasani with their “I know I’m____but____” message and include #EmbraceYourDasani.
Partnership Announcement
The partnership will be announced through a video of Lizzo detailing how to enter the contest and the prize.
The video will also be posted on Dasani and Lizzo’s socials and promoted as an ad.
Promotional Video Script
Hey, hey, hey! It’s Lizzo here and I’ve teamed up with Dasani to give you bad bitches a chance to meet me backstage at my “The Special 2our” at the United Centre in Chicago on May 17!
All you gotta do is get a can of Dasani, fill in the first blank with something you’re insecure about and the second blank with something about yourself that you’re proud of and post a selfie of you and your can of Dasani with the #EmbraceYourDasani.
Love you guys! Love yourself! And I can’t wait to meet you soon!
Spencer Barbosa
Followers: 1.5 miillion
Target: Teens to young adult women
Influencer Activation
We will also be enlisting a group of influencers to promote our #EmbraceYourDasani message. The chosen influencers will cover a large range of target audiences and are involved in the self-love and body positivity niche.
Luke Franchina
Followers: 582 thousand
Target: Teens to adult women & LBGTQ+ individuals
Chanen Johnson
Followers: 321 thousand
Target: Young adult to adult women, specifically mothers and housewives.
Chella Man
Followers: 438 thousand
Target: Teens to young adults specifically transgender, disabled, AAPI audiences
Campaign Landing Page
The landing page will act as a hub to centralize all components of the campaign and most importantly, announce the winners.
Click here or scroll on to view the campaign landing page!
