iVillage, Dasani Seal Marketing Deal

Share this article:
IVillage Inc. yesterday began a national marketing campaign in conjunction with Dasani, a bottled water brand of The Coca-Cola Co., to increase traffic to its Web site.


Under terms of the agreement, Dasani will incorporate iVillage's brand and URL address, www.ivillage.com, on its products. The Atlanta-based division of the soft drink company also said that it would promote iVillage -- whose content is geared toward women -- on point-of-sale advertising, such as signs and shelf tuckers.


In addition, Dasani will place hyperlinks to iVillage on its Web site, www.dasani.com.


Meanwhile, Dasani hopes to publicize its new wellness team to iVillage's audience. IVillage will build a Dasani online community on its site, www.ivillage.com/dasani, that will feature a team of four wellness experts.


"People are really looking for ways to take care of themselves and to make their lives better from a physical, mental and spiritual perspective," said Katie Sullivan, associate brand manager at Dasani. "So we teamed with iVillage to bring these experts to the forefront and have a single place where consumers can go and find out information from them on how to achieve wellness."


Dasani will provide content on the community, such as articles and quick tips, Sullivan said.


IVillage will provide text links to the Dasani page on several of its other online communities, including health, diet and fitness.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.