The national launch Lambesis created for flavor enhancer DASANI DROPS was an enormous success. The multi-channel brand communication approach featuring vibrant and delicious visual concepts of the product, combined with young people joyously reveling in the colorful world of DASANI DROPS, created an ownable identity that would generate a more fun and exciting halo for the core brand, DASANI water. Each year since DASANI DROPS has been in the market, the campaign has delivered dramatic sales increases across the entire trademark.
TV & Film
The euphoria of young people engaged in a refreshing celebration of color and flavor comes to life in the DASANI DROPS “Flavor Montage” commercial. Directed by Steven Antin and featuring the song “Try Me On” by Los Angeles-based internet sensation Karmin, the spot was a resounding success, garnering over one million views on YouTube within weeks and lifting brand awareness and brand appeal scores significantly.
The fun and playful attitude of the online films was carried over into the DASANI DROPS standard banners. Shortened sequences of the films communicated the product messaging and drove users to more immersive experiences on the DASANI DROPS social channels.
The Drop Into Delicious print campaign brought the vibrant and delicious fruit flavor of DASANI DROPS to life in a fun and playful way. With an emphasis on appetite appeal and consumer education to introduce this new product, the campaign brings a fun and stylish personality to the DASANI trademark.
Out of Home
Iconic outdoor, bus shelters and digital out-of-home in strategic markets across the US leveraged the vibrant and delicious images of the Drop Into Delicious campaign.