We doubled the fanbase of a brand whose product is, by design, nothing.

Coke wanted its flagship water loved, not just admired for working. It launched DASANI Drops into a category that didn’t exist yet, gunning for badge-brand status.

So we stopped selling hydration and sold a disposition: young at heart, whatever the traffic’s doing. #AnythingButDry. Yes, we heard the pun every day. That was the point.

Hashtags aged out. Selling a disposition didn’t.