DASANI

Water consumed in Myanmar is often bottled as the tap water suffers from a lack of maintenance and quality varies over time. Myanmar people drink bottled water regularly, often switching between a set of major brands depending on availability, promotions and price. News of unscrupulous parties recycling plastic bottles with tap water for sale have added more insecurities to the consumer.

Dasani, a leading bottled water globally  needed to establish a relevant positioning amongst the young consumers for its launch in Myanmar.

These young adults feel that though things are challenging economically, they are still going to do what it takes to stay on course. However, the pressures of life can be so draining at times. Good quality hydration can make a difference to their day-to-day performance.

This presented an opportunity for Dasani to be positioned as an International brand of hydration offering high quality, great tasting water that meets GLOBAL PURIFICATION STANDARDS, thereby reassuring the consumers.