Dasani created the first art space on the beach.Dasani Art Beach managed to communicate its products benefits to over 150,000 visitors in a completely innovative way.The various works expressed the functional waters benefits providing an original response to communication needs blending different artistic expressions in the same space to become the first event of its kind.

The action included three large scale events on the beach blending completely different styles, such as dance and electronic Tango, representing Active and Balance varieties getting a wide media coverage enabling it to send the brand’s message to millions of people.

With the development of itinerant versions, this art proposal communicating the brand’s message all across Argentina, the creation of a website and its appearance on TV spots the action was extended to the whole country.Dasani Art Beach communicated its functional waters benefits to 157,322 visitors in just 60 days. For its originality and execution, this action received the largest media coverage during the summer of 2007 in Argentina resulting in indirect advertising worth three times the budget invested in the action itself.

As a result, the brand increased its mind share reaching thousands of consumers attracted by the brand proposal and sales increased 25% as against the previous summer.