Why It's All Change at Coke; Bottled Water Is Worth (Pounds) 1bn a Year. Now the World's Soft-Drinks King Wants Its Share.
The Herald › February 18, 2004
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Summary
BE PREPARED to be drenched with Dasani, the new "great-tasting urban water" from Coca-Cola. Made by the painful-sounding state-of- the-art process called reverse osmosis, it is delivered in a "good- looking bottle" specially designed to fit snugly in the hand of the "hard, fast-living generation". The slogan that heads the (pounds) 7m marketing assault which accompanied its UK launch this month, is "The more you live life, the more you need Dasani".
It is not surprising that the world's largest soft-drinks manufacturer is finally dipping a toe into water. Bottled water is an ever-expanding market and in an exercise that may well be the equivalent of selling snow to the Eskimos, consumers are proving increasingly eager to splash their cash on "molecularly restructured" tap water.See the full content of this document
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Why It's All Change at Coke; Bottled Water Is Worth (Pounds) 1bn a Year. Now the World's Soft-Drinks King Wants Its Share.
In America, "water sommeliers" are appearing in trendier restaurants to advise customers with more money than sense on the ideal water to drink with their meals. Some brands, we are told, taste buttery, some taste lemony, some brands you can drink throughou...
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