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.