Together with Trek®, Dasani co-sponsored Rails to Trails—an inspiring restoration program that converts old, unused train tracks to new bike trails in 8 cities. Bikes were stored along the bike paths in Dasani-branded lockers, accessible with a Dasani swipe card. Entertainment, and water, were free. Sweeps and charity PR completed the promotion.

•Our promotion generated 120 free media placements, many of which were on the keenly watched local TV news shows in the markets where we conducted the event.•We made 7 million consumer impressions, without a penny of paid TV.•And everywhere it went, Dasani Rails to Trails generated huge local excitement and involvement.