THE ROLE

As a Strategist, I was responsible for writing the creative brief and molding the big idea into something that would make the campaign shine. I also conducted primary and secondary research, established the appropriate KPIs, target audience, and geographic profile, put together the submission deck, and designed the campaign’s activations.

THE BRIEF

Dasani water tends to get polarized reactions from consumers in the U.S. Is it because of the added minerals, blue and green branding, or is it because the Dasani brand has just become the easiest to pick on?

THE ASK

With a month’s time, build a brand marketing campaign that will change the sour perception of Dasani water for the better.

THE RESULT

The Water Cases was featured on the Crowbar Awards Shortlist.

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