Name Critic rates DaSani

DaSani®
Technical
Presentation
Our Rating
2
3
Background:DaSani – Duh, Disaster. ……..a water……..not an Italian fashion line. Sorry we just have to speak out as big consumers of bottled water.We’ve all heard of the big money and small results achieved from someone trying to brand a generic – Milk. But the real big success stories are in branded water – the coolest drink in town. So popular, in fact, that the big boys like Coca Cola are running out the big guns. And which is one of the few national brands in this space – DaSani from Coca Cola. Or perhaps we should say, “would be brands”. We notice that there are a lot more merchandising and price cut campaigns for DaSani than any other brand.

In fact, as we recently travelled across the US by care in sweltering heat, we saw drivers load up on water everywhere….as the store owners tried to rid themselves of DaSani stock. The local brands seemed to always win, even at an extra 50c a bottle! We doubt it was becuase consumers are smart enough to read the ingredients and notice that DaSani is one of few that adds items to the water. We think it is simply because it simply does not sound (or look) like cool refreshing water.

Linguistically “Da” is a very heavy sound with which to start a name. And dark blue labels that disguise a large percentage of the contents! Wow. What was The Coca Cola company thinking? Yes, they can throw big dollars at the campaign, but meanwhile even expensive Fiji water is getting prime shelf space and devotees. After all it looks so much healthier, cooler and refreshing. It’s not the taste – it’s the name and packaging.

<– Previous

All views expressed here are the personal, subjective opinions of the staff of Brighter Naming.
Your comments and name suggestions are always welcome.

Names analyzed are trademarks or registered trademarks of their respective owners. Please respect and preserve them.

Naming Articles

New brand insider articles from an experienced marketing team. Learn all the basics of naming, branding and trademark registration from these free reports:

August 2016: How to select a naming agency.

July 2016: How to get International Trademark protection.

March 2016: You received a cease and desist letter. Now what?

May 2015: How can one product line have many trademarks?

Jul 2014: What roles do copyrights and patents play in protecting names?

Jan 2014: Predictions for 2014 and Free Offers.

Our naming gurus follow and comment on current naming practices worldwide.


See the latest Name Critic ratings for names like Skype, Pinterest, Etsy, etc.


Follow @namiac on Twitter

Linked In

Share this page on LinkedIn:


See his industry naming commentary (where he takes a critical look at names) via the blog on this site