Dasani

THE GIST:

How do you build a summer-long program for Dasani?  We decided a great way to leverage Lance Armstrong’s passion for biking and create a big summer event with a lot of legs, meant finding a strong cause to support.

We landed on Rails to Trails Conservancy, whose mission is “to create a nationwide network of trails from former rail lines and connecting corridors to build healthier places for healthier people.”

Then, we hit some key markets, Dasani made generous donations to the trails, gave out ice-cold bottles of water and blue Dasani-branded Trek bikes for all. Plus, Dasani-branded recycling bins were placed along the trails for added goodwill and brand awareness.