Dasani Defense Force

→ Client: Dasani
→ Breaking and Entering
→ Art Direction & Design

After being subject to intense controversy, YouTube conspiracies, and an abundant product supply during the pandemic, Dasani has become the latest victim of an increasingly popular online joke. Ultimately, Dasani haters only hate because they want to be “in” on the 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.

Full Campaign