Coca-Cola's popular water brand makes a splash at Fashion Week.
To reinvigorate the Dasani brand, parent company Coca-Cola turned to Spotlight Communications to ensure that despite a crowded sponsorship market, Dasani was not only seen at Fashion Week, but garnered individual media coverage.
The idea for the Dasani Water-Themed T-shirt Contest was the result of Spotlight bringing together the downtown design duo Richie Rich and Traver Reins of the design label Heatherette and Tim Gunn, then the director of the Parsons School of Design. Students were invited to design a t-shirt that would be judged by Heatherette with the winner receiving a shopping spree with Richie and Traver, VIP seats and backstage access to their runway show and a promotional spread in Teen People Magazine. Dasani's major competitor in the water market paid big bucks to be a top sponsor of Fashion Week, but Dasani, with a much smaller budget, and Spotlight, scored more media impressions in their target demographics.
