Online Pure hype

Published: Saturday 04 July 2015

When in bad waters step up PR:

This website is prefaced by a question "What makes your mouth water?" Before you have a moment to think, the answers come thick and fast. "The crisp taste of Dasani. Delicious Dasani flavours...Each Dasani product is enhanced to deliver a mouth-watering experience." There is an exegesis on a "vitamin-enhanced" variety. Dainty posters to download besides.

Coke's bottled water brand has faced much flak in recent times. The soft drink major is often gratifying target for journalists in that it trades heavily on brands. But the brouhaha is not just media imagination. In 2004, its seven million pound marketing drive for Dasani came a cropper after Coke was forced to withdraw its bottled water from the UK when investigations revealed that the product had no "value additions" as was widely advertised. Dasani was just tap water. The brand's launch in France and Germany was also annulled.

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