Dasani Pakistan Re-launch

Hidden Influencers

The Campaign
Dasani, a water brand owned by Coca-Cola, was looking to relaunch in Pakistan. The objective was to provide the brand with a real point of difference to help it stand out within the sea of sameness that is the water category.  Our task was to instil a point of difference and get consumers to buy-into the proposition with a meaningful, locally relevant campaign.

 In Pakistan, there’s a saying, “Qatra Qatra, Darya Banta Hai!” which means “each drop adds to the ocean”.
In other words, every drop counts. - small acts that truly make a difference and drive others to follow. 

Harnessing this ripple effect ethos, we positioned the brand under the umbrella, Dasani & You -  inviting our consumers to take an active role in adding a ‘drop’ to the real societal change being spearheaded by a collective of incredible women in Pakistan.

We launched with six online films, each championing these 'Hidden Influencers' - inspirational female figures from the local fields of healthcare, science and education right across to the world of stand-up comedy.

Offline, we took over billboards, in-store communication and bottle packaging to raise as much awareness as possible to these Pakistani change-makers hiding in plain sight , giving our consumer's a clear path to share, engage and - should they wish -  financially contribute to each cause.