Coke Re-Enlists Armstrong for Dasani

NEW YORK As Lance Armstrong vies for his sixth consecutive Tour de France win, Coca-Cola has extended its agreement through 2006 with the cyclist for its Dasani water brand, the company said. Armstrong appeared in a 30-second Dasani spot via WPP Group’s Berlin Cameron/Red Cell earlier this year in the U.S., and he is in summer promotions.

In a statement, Javier Benito, chief marketing officer of Coke North America, said, “Lance is an incredible inspiration for his spirit and confidence on and off the bike, which is a perfect fit with the active, optimistic personality of the Dasani brand. Our continued relationship shows that we ‘Can’t live without Lance’ and Lance ‘Can’t live without Dasani.”

Coke spent $20 million in U.S. media on Dasani in 2003, per Nielsen Monitor-Plus.

Berlin Cameron’s ad campaign for Dasani carries the tagline, “Can’t live without Dasani.”

Armstrong has had an advertising relationship with Coke since 2000.

Summer promotions for Dasani have featured Armstrong’s efforts for an unmatched sixth consecutive Tour de France victory. The “Go for Six,” and “Follow the Liter” efforts for Dasani give consumers a chance to win $1 million in prizes by the end of July.