Coca-Cola will debut new flavours and introduce fresh packaging across its sparkling water brand, Dasani Sparkling, in a bid to revive its fortunes.
Beginning in May, the lineup of Dasani Sparkling flavours – lime, berry, black cherry and lemon – will be joined by new raspberry lemonade and tropical pineapple variants.
The new flavour launch coincides with the introduction of Dasani Sparkling’s Break for Bubbles national marketing campaign, which will encourage people to take a break from everyday stresses with a refreshing beverage, and will be supported by an integrated marketing campaign taking in television, digital, print and out-of-home activity.
All six flavours will be available for purchase across the US in eight-packs of 12oz sleek cans, featuring a more slender profile and refreshed graphics. Dasani Sparkling is also now available in a resealable 20oz bottle in lime and berry flavors, catering to people who want the convenience of a resealable bottle for an on-the-go lifestyle.
“We know people are increasingly looking for ways to stay hydrated and refreshed throughout the day with a little more flavour and fun – whether they’re at home or out and about,” said David Preston, group director of Dasani for Coca-Cola North America. “We’re innovating on Dasani Sparkling, offering more options, more flavours and more packages, which means we continue to offer a range of products that give people what they’re looking for.”
Coca-Cola launched Dasani Sparkling in 2013 as a lightly carbonated, unsweetened beverage offering, supported by a marketing campaign that encouraged consumers to increase their water consumption.
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