1. Program Overview
• Overview: Dasani / HT Digital Coupon / Display Plan, 1L display
shipper
• Brands: DASANI and Honest Tea
• Shopper offer: Buy Dasani case pack, Save $1.25 on (2) Honest
Tea singles; Dasani 1L shipper featuring 10/$10 pricing
throughout April
• Product: DASANI 24-pk 500ML, Honest Tea singles, Dasani 1L
• Display: 2 week end-cap / center aisle display Dasani case
pack; Honest Tea wing rack (April 15-28); digital coupon active
April 1-28; Dasani 1L in-market April 1.
• POS: Custom POS messaging the PlantBottle and Honest tea for
shopper bundle for HT racks in Natural Foods; Dasani 1L shipper
to communicate Earth Month / PB message.
DASANI EARTH MONTH –
Connect with shoppers during a time when environmental awareness is top of mind
Drive awareness of the PlantBottle and engage shoppers by connecting Dasani and Honest Tea
brand during Earth Month
• Dasani helps Kroger win with Upscale shoppers, who also are most inclined to support Earth Day activities. Dasani
strongly overindexes among Least Price Sensitive shopper at Kroger (149), per dunnhuimby.
• Dasani has been a driver in Kroger’s incremental growth of water category. Water category has grown 28% in
incremental dollars since case pack was relisted in November 2011.
FPO