Utilising existing relationships with Lance Armstrong and Trek we looked to bring greater meaning of Dasani's "Fresh Vitality" positioning to consumers. We discovered the Rails-to-Trails Conservancy that assists communities in converting abandoned rail lines into public use trails. With our retail message of "Life is out there…Taste It!" and the Rails-to-Trails partnership, we designed the Dasani Blue Bike Program that provided customers (trade) an online sweepstakes, merchandising and supporting grass-roots event-marketing activities in key competitive markets. Each market launched a branded, customised programme including a donation by Dasani of new bikes, lockers and enhancements for community use on their trails.

The program increased brand health scores in the eight key markets supported by the Dasani Blue Bike events. In addition, the Dasani Blue Bike initiative is a Centers of Excellence programming benchmark internally at Coca-Cola for its ability to unite consumers around the brand in a way that gives back to the community and yet drives home the brand proposition through a branded consumer experience. After the success of the Dasani Blue Bike 2005 Summer Program, Coca-Cola North America has moved toward a deeper partnership with the Rails To Trails conservancy on its other health and wellness initiatives.