2020/2021 Winners & Shortlists

Background

Dasani, a water brand owned by Coca-Cola, was looking to relaunch in Pakistan. The objective was to provide Dasani with a real point of difference to help it stand out within a highly commoditised category that is seen as a “sea” of sameness – water is water! Our task was to instil this point of difference and get consumers to buy-into the proposition with an integrated campaign that translated into market share of 10%.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

Pakistani society is strongly patriarchal in the way that women are considered secondary to that of men. The ‘man’s’ worth is even defined on “zan, zar, zamin”, which translates to the possession of women, wealth and land. Add to this, while women work in all sectors of the economy, their representation in the public sector is shockingly low, making actionable positive change seem forever out of reach. While there is change, however slow, it can’t come fast enough.

Describe the creative idea

Hidden Influencer – Real Women, Real Change Dasani believes that every drop counts. Lasting change happens with the collective impact of everyone in society. But it has to start somewhere. We wanted to put a spotlight on fearless women that have grass root programs influencing real societal change. But influence doesn’t start and stop at social shares, likes and comments. We wanted to become a brand that stood shoulder to shoulder with this positive change and amplify their cause. We empowered these women and supported their initiatives by connecting them with the right audience to achieve positive change.

Describe the strategy

Young Adults [25 – 35], Male and Female, mid to high-income urban settlers. We needed to find a role for Dasani that resonates with this audience, feel locally relevant and differentiate the brand in the category. 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. We see this as a small act that can make a difference and drive others to follow, like a ripple effect. To launch the brand, our approach was to position the brand under the umbrella, Dasani & You. It invited our consumers to take an active role in adding a ‘drop’ to the real societal change being created by fearless women in society.

Describe the execution

Our campaign, Dasani & You was launched in December 2018. We launched with 6 online films, showcasing the women of change. Every online film was linked to a platform allowing others to join the movement. Acts ranging from healthcare for women, encouraging girls to pursue science, educating street children through art and much more. Offline, we took over billboards, in-store communication and bottle packaging to celebrate these women and gave our consumers a clear path to contribution. The platform helped Dasani establish itself as sponsor for women driving positive change. Giving them a unique place in the hearts of our consumers that translated delivered on the bottom line.

Describe the results / impact

• Awareness growth from 28% to 64% • +22 million views of our online films • +57k shares and over 150% engagement vs global average • And achieved a market share growth of 18% (+8% vs ambition)