Dasani brand’s value… another Coca-Cola Zero
The bottled water debate was raging on BBC Breakfast the other week. With nobody able to tell it from tap on a blind tasting, the industry spokesperson suggested bottled water was more convenient. Having raised some eyebrows she committed one of the worst PR faux pas: ‘Well,’ she said, ‘I had to think of something before I came on here.’
But there is something in what she says. I use a reusable water bottle (filled from the tap) at the gym, because you don’t want to jump off the treadmill for a drink. And those nice people at Coca-Cola (probably not inspired by an Only Fools and Horses Christmas special) are, once again, happy to bottle tap water for you (this time without the added carcinogen).
Anyway. Water being water, bottled water must be all about the brand. ‘Dasani’ has the virtue of being a meaningless word; with a Coca-Cola size budget you can make it mean what ever you want… unlike Coca-Cola Zero which invites snide comment.
But something has gone wrong and while Dasani may be a leading water brand outside the UK, here in blighty it’s synonymous with all that’s wrong with bottled water. Rather than burn cash trying to rescue Dasani, why not simply make up another word to associate with all that’s right with bottled water… whatever that might be.
Contact Stephen Newton
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