Coca-Cola breaks Dasani television campaign
By Adnews Staff
Coca-Cola has begun its first Canadian television campaign for Dasani bottled water. For the past several years, the company has used print and outdoor advertising to promote the brand. The new campaign, called "Five Step Filtration Demonstration," consists of two commercials created by Cossette Communication Group. Both ads show young men making awkward comments to other people which are then filtered into more appropriate remarks. The creative is intended to illustrate the effect of the filtering process used for Dasani water. In the first ad, a young man is speaking to a woman at a gym. In the second, the man is speaking to his girlfriend's father. Both end with the tagline, "Five different steps. One exceptional water." "We established Dasani's premium positioning by using a very clean and sophisticated look in print and outdoor," said chief creative officer Bill Durnan, "Now we are taking it a step further with television. The comedic device helps us really highlight the five-step filtration process that makes Dasani exceptional bottled water."