The soft drinks giant had hoped its filtered water brand would score an instant hit with consumers following this month’s official launch.
But a torrent of negative newspaper publicity dubbing it as fancy ‘tap water’ has left the trade nervous. The company also faces the anguish of a Food Standards Agency investigation into the validity of using the word ‘pure’ on bottles.
However, Norman Brodie, marketing director of Coca-Cola Enterprises, insisted: “There cannot be many people who do not know about Dasani now as a result of the press coverage. I cannot imagine how much we would have had to spend to get that level of awareness. In fact, look behind the sensationalist headlines and our consistent message about what it offers has been carried throughout.”
He said it would now be up to consumers to make up their minds and they would do so armed with all the relevant information. A £7m marketing package would also help consolidate interest, he added.
Coca-Cola announced a £15m deal to sponsor the Football League which will see Dasani become the league’s official water.
>>p62 Coke ignored buyer doubts