Founders of "Funk" Star in DASANI National Television Advertising Campaign

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Coca-Cola

Founders of "Funk" Star in DASANI National Television Advertising Campaign

New DASANI "Treat Yourself Well, Every Day" Television Campaign Features Hit Songs from Earth, Wind & Fire, The Gap Band, The Commodores, Sugar Hill Gang

ATLANTA, May 18 DASANI bottled water on Monday, May 21,
will introduce four new television spots showcasing the classic funk bands
Earth, Wind & Fire, The Gap Band, The Commodores and the Sugar Hill Gang, each
performing a popular hit song from the late '70s and early '80s. The DASANI
"Treat Yourself Well. Everyday" campaign uses classic funk tunes to
characterize the natural vitality and radiance of DASANI drinkers.
The DASANI ads are based on the premise that every great hero deserves a
theme song. In each :30 second spot, both DASANI and the main characters are
the heroes of the ads. The characters are heroes because they lead active,
healthy lifestyles and have an infectious energy and zest for life. Theme
music follows the lead characters wherever they go and helps to project their
vitality and natural radiance. The theme song, and the bottle of DASANI
water, are natural extensions to each character's identity. As the story
unfolds, viewers see that a live band -- in full concert attire is actually
playing this "theme" music.
DASANI's new tagline, "Treat Yourself Well. Everyday," emphasizes the
emotional and physical gratification that a healthy lifestyle provides. In
each spot, the music kicks in as soon as the bottle of DASANI appears and
serves as a metaphor for the main character's feeling of well being and
healthy attitude.
"The new DASANI 'Treat Yourself Well. Everyday' campaign shows how DASANI
is intrinsic to each person's daily regimen of healthy living and overall
sense of well being," said Kellam Graitcer, DASANI senior brand manager,
Coca-Cola North America. "The ads create an analogous relationship between
the catchy tunes and upbeat rhythms of the funk bands and the radiance that
people project when they lead healthy lifestyles that include staying
hydrated."
In each of the four spots, the music stops at a pivotal moment. The
viewer is then surprised by the realization that each DASANI drinker's theme
song is actually being played live, by the real band. For example, in "Roller
Skates," a woman roller skates down a beach path with a DASANI bottle in-hand
as "Shining Star" from Earth, Wind & Fire plays in the background. As people
stop in their tracks to admire the DASANI drinker, a street vendor starts to
sing along with the song. Suddenly, the music stops. The camera then pans to
a shot of Earth, Wind & Fire on roller skates, holding their instruments. The
band interrupts the vendor's singing, and then resumes playing the woman's
theme song.
In "Stroller," a woman pushing her child in a stroller stops to take a
drink from her DASANI bottle as "Outstanding" from The Gap Band plays in the
background. The woman and her little girl bob their heads to the music. The
shopkeepers and commuters on the street stare at the woman in amazement. The
baby drops her rattle and the music suddenly stops. The camera then cuts to a
shot of The Gap Band, wearing their signature 1980s "cowboy-themed" stage
attire, stooping to pick up the rattle. The band then resumes playing the
woman's theme song.
In "Rapper's Delight," a young man is playing an intense game of
basketball. As he stops to take a long drink from his bottle of DASANI,
"Rapper's Delight" by the Sugar Hill Gang begins to play in the background.
Inspired, the young man begins playing explosively and a crowd gathers to
watch him play. He makes a basket and suddenly, the music stops. The camera
pans to a shot of the Sugar Hill Gang, with full mixing tables and
break-dancers, mounted behind the basket on the roof of the young man's
garage. They retrieve the basketball as it swooshes through the basket, pass
the ball back to the young man, and then continue playing the young man's
theme song.
In "Office" a woman cruises through her office drinking from her bottle of
DASANI as she heads to a meeting. As she drinks, "Brick House" by the
Commodores kicks in. She enters a corporate boardroom and stuns a room full
of executives with her presence. The camera pans behind the woman. The
viewers then realize that the executives are not only in awe of the woman's
radiance, but also of the sight of the Commodores, in full concert attire,
following the woman and playing her theme song.
"Roller Skates" will begin airing May 21 on cable and network television.
"Stroller," "Rapper's Delight," and "Office" will air in June. The campaign
was created by Berlin Cameron and Partners New York.
An accompanying print advertising campaign based on the DASANI tagline,
"Treat Yourself Well. Everyday" will appear in the June issue of popular
women's magazines, as well as in fitness and health magazines. The ads
feature watercolor illustrations designed by critically acclaimed New York
artist, Jorge Colombo. The ads metaphorically illustrate DASANI's intrinsic
benefits as well as the little things people do to treat themselves well. In
Colombo's colorful illustrations, the characters are energetic, youthful
people who are inspired by drinking DASANI and by maintaining a healthy
lifestyle.
DASANI has assembled a team of wellness experts who have developed a
series of simple solutions to help consumers achieve overall wellness.
Consumers can access these simple wellness tips at http://www.ivillage.com/dasani/ ,
or by picking up a free copy of the DASANI "Simple Solutions" wellness
booklets available through DASANI in-store displays at participating
retailers.
DASANI, purified water enhanced with minerals for a pure, fresh taste, is
Coca-Cola North America's first bottled water. DASANI is packaged in
recyclable light blue-tinted bottles and is available throughout North
America.

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