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→ Idea: Dasani Defense Force


After being subject to intense controversy, receiving public backlash for a failed product launch in the UK, YouTube conspiracies, and an abundant product supply during the pandemic, people hate on the product simply because they see everyone else doing it too. Ultimately, Dasani haters only hate Dasani because they want to be “in” on a joke. 


The Dasani Defense Force seeks to transform negative brand outlooks by targeting the main source of the slander: Gen Z. With a rebrand that utilizes provocative, tongue-in-cheek memes about itself to create a joke that is better than the original, Dasani will win over Gen Z's favor while simultaneously increasing awareness of brand sustainability efforts and achievements.

AD: Sandra Tsang

Strategy: Joy Zhou, Lucy Wang

Full Deck

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