Coca-Cola Great Britain this week unveils Dasani, a purified, still water aimed at on-the-go, urban consumers, with packaging and a graphic identity by Lloyd Ferguson Hawkins.
The bottled water, Coca-Cola Great Britain’s first major product launch since Powerade in 2001, enters the UK market after a successful launch in the US in 1999, joining the company’s premium natural mineral offering Malvern.
‘If you look at the bottled water market, there’s a lot of focus on province or sports benefits. We wanted to launch a contemporary, lifestyle brand that says “urban and stylish”. There’s nothing else like that in the [sector],’ says a Coca-Cola Great Britain spokeswoman.
LFH’s creative solution involved the development of a waisted bottle in a ‘strong, eye-catching’ blue that ‘cuts through the competition’, explains group creative director and founding partner Mark Lloyd.
He adds that the bottle’s structure – as well as the embossed ‘S’ that runs from the bottle’s shoulder to its base – reflects the ‘S’ in the brand’s graphic identity.
LFH won the appointment in February 2003 following a two-way, paid creative pitch. It is the first time the group has collaborated with the UK arm of the soft-drinks giant.
Lloyd was creative lead at LFH on the project.