Coca-Cola's Dasani in the UK - The Public Relations Fiasco![]() ![]() ![]() ![]() |
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"A company takes ordinary mains water, puts it into fancy blue bottles, slaps on an exotic name and sells it for thousands of times more than it cost out of the tap. It sounds like an idea dreamt up in a boardroom that was too outrageous to implement, or a far-fetched plot of a television comedy. But the idea is, with a few modifications, behind Coca-Cola's latest drink, bottled water called Dasani."1 - Matthew Beard, Columnist, The Independent in March 2004. "This is very surprising for a company as careful and deliberate as Coca-Cola, and a blow to the trust they're aiming to build with consumers as well as their strategy to diversify into drinks that can't be linked to obesity, such as water."2 - Allyson Stewart-Allen, International Marketing Strategy Consultant & Founder of International Marketing Partners Limited3 in March 2004. The Recall
The recall was preceded by an inspection conducted by the FSA, prompted by the discovery of the UK press that Dasani's water came from local municipal taps, albeit processed before being bottled, rather than from natural springs.
Coca-Cola's Dasani in the UK - The Public Relations Fiasco - Next Page>> 1] Matthew Beard, "The real thing? Coke's water comes straight from the tap with a cool mark-up of 3,000 per cent," The Independent, March 02, 2004. |
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