There are more than 800 brands of bottled water in the US alone. Most use place names such as Poland Spring or suggestive names like Aquafina. For its new brand, the Coca-Cola Company asked Lexicon to create distinction and preference in a category where products had little differentiation and consumer interest was low.
Invent something new. As a first step, we tapped our proprietary computer modeling technology to identify sounds and word parts that evoke health and well-being. From these insights, we found that san- connoted health in many of the target languages. From there we created Dasani, an entirely new kind of name that follows a familiar consonant-vowel rhythm.