Coca colas new water dasani

[Albert Schweitzer 10]

Der Spiegel, German

Quote[/b] ]

The real thing?

Coke's water comes straight from the tap with a cool mark-up of 3,000 per cent

By Matthew Beard

02 March 2004

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, a bottled water called Dasani.

Consumers buying Dasani are no doubt impressed with the claims of purification and its stylish blue bottle. Consumer champions are less impressed by the company's admission yesterday that, before it is "purified", Dasani comes straight out of the tap. Or more specifically, Thames Water's pipes. The location? Unglamorous Sidcup, Kent.

More gallingly for shoppers, perhaps, is the profit apparently being made by Coke on its new water product. Half a litre of tap water costs 0.03p. Half a litre of Dasani costs 95p - a mark-up of up to 3,166 per cent.

The National Consumer Council said: "It sounds like the episode from Only Fools and Horses when they sold tap water from what they called the Peckham Spring."

But Coca-Cola is serious about Dasani. Targeted at fast-living young adults, Dasani was launched in Britain last month with a Å7m marketing drive. If all goes well, Coca-Cola could be left with a sizeable chunk of Britain's growing Å1bn a year market in bottled water, currently dominated by the likes of Evian and Perrier.

Coca Cola has staked much on the belief that customers will taste the difference arising from its complex-sounding purification process. After filtering for sand, carbon and microns in a "multi-barrier" filtration, Dasani water then undergoes "reverse osmosis", a technique used by Nasa to purify fluids on spacecraft. The third stage involves the addition to "a perfect balance of minerals" to the water.

But by the time the water has reached Coca-Cola is it already fit for human consumption. The water companies point out that during treatment water has to go through nine processes, including screening, clarification, filtration and chlorination.

Water UK, which represents the water companies, has to tread carefully because drinks manufacturers are among its members' customers. But a spokesman said: "We don't think there are impurities in tap water. People don't need to buy this stuff to get excellent quality water. If they like the bottle, the convenience, then fine but I don't think that is the way they are marketing this product. Tap water is pure, and that's the opinion of the Drinking Water Inspectorate which carries out three million checks a year."

Thames Water, which supplies the Sidcup area, has passed 99.92 per cent of quality tests. "If the water regulator thought that any more treatment was needed they would ask us to implement it," said Chris Shipway, the utility company's spokesman.

Cynics might claim that turning something that comes out of a tap into an expensive lifestyle choice is the ultimate marketing ruse. But Coca-Cola is sticking to its formula and denies any claims that consumers are being exploited. Judith Snyder, brand PR manager for Dasani, said: "The basic product is derived from municipal sources but it is purified from there. We are not surprised about the accusation that we are bottling tap water at a premium price but that is not the case."

Marketing experts said it was time that Coca-Cola branched out into healthier products at a time when fizzy drinks were increasingly being cited as a cause of childhood obesity. Last year the trend towards low-sugar drinks was confirmed when the company revealed that sales of Diet Coke had outstripped those of the original for the first time.

The bottled water market in the UK is highly competitive, with 700 lines, compared with 300 for fizzy drinks. Len Hooper, senior buyer for Budgens supermarkets, told The Grocer magazine: "This year looks to be 'the year of obesity', or at least of tackling the issue and water will be a key component of any diet that looks to deal with the problem. In schools - the launch-pad for future trends - water is often the only liquid refreshment allowed to be taken into or sold on the premises."

Simon Mowbray, marketing editor of The Grocer magazine, said: "It will be interesting to see whether consumers buy into it or understand what it is. It doesn't have the provenance of Evian, Highland Spring or Buxton but Coke would argue that it is a fabricated water and they offer a consistent product. It is the same as selling anything. There are two important areas: what does the brand look like and is it deemed cool."

The potential rewards for getting it right are massive. Sales of bottled water rose by 18 per cent last year - boosted in part by the heatwave and government advice in case of a terrorist attack. Sales last year were Å1.2bn - having broken the Å1bn mark the year before. The market is expected to grow even further because with an average annual per capita consumption of 28 litres, Britain is still some way behind Italy and France with 140 litres.

Certainly the experience of Coca-Cola has ensured that, in the drive to promote its new healthy line, no stone is left unturned. On a website dedicated to the drink, doctors expound the benefits of drinking water. One of five experts, Steve J Errey, a professional life coach, reveals how drinking Dasani could help change your life: "I'm sure that Dasani - being the UK's first mainstream purified water - will contribute towards the clarity and focus that we all look for in our lives."

The taste challenge

By Maytaal Angel

Consumers seemed unable to tell the difference between Coca-Cola's expensive "pure" water and common tap water. In a blind test on London's streets, some people plumped for Dasani and others preferred the normal water. The Independent ensured both waters were presented in the same transparent glasses, at the same temperature. Many found difficulty distinguishing between the two.

One tester, Kwasi Kramo, 29, from Chingford, London, chose tap water over Dasani, but he added: "Water's just water, you can't taste the difference." His sentiments were echoed by Nicole Brown, 26. Like Mr Kramo, Ms Brown instinctively selected the tap water after tasting the two types. She then decided to withdraw her selection and insisted both waters tasted "exactly the same". Two out the five members of the public tested preferred Dasani. Ruth Lobb, 38, from Middlesex, thrust the Dasani forward and indicated that it was the better drink, with a smile. Barbara North, 54, from Wanstead, London, was also a Dasani supporter, though she was surprised she selected "the right one". "It tastes better," she said. However Danny Brown, 24, a construction worker, was definite about his preference. In no uncertain terms he chose the tap water as the water with the superior taste: "I drink tap water all day at work, so this one tastes better to me."

[m21man 0]

I really have to get into the bottleed-water business .

Always remember, if you spell "Evian" backwards you get "naive".

[Ironsight 1]

Can you believe this? A nice can or bottle isn't all that  

But very smart maketing offcourse

[-33ker 0]

Who the hell buys water in cans anyways?

Ich sage ja zum deutschen Wasser!

[JAP 2]

Well it says on the bottle "Purified water with minerals ... "

It doesnt say water from any spring or something.

Coca Cola stated on the news, they used regular tap water, filtered it 3 times, added minerals and done.

My fridge is also hooked on the watertap with a filter in it for fresh tasty purified water ... doesnt taste bad at all, if you re into water that is.

So what s the problem ?

If people wanna give money on this it s their own judgement.

I only use water when i get soap in handy.

[Munk 0]

Reminds me of that episode of 'only fools and horses', Peckham Spring water anyone?

[EiZei 0]

Oh yes, laughed my arse off when I was saw couple of trendy girls buying 1l bottles of evian for 3 euros a piece some years ago.

[JAP 2]

Oh yes, laughed my arse off when I was saw couple of trendy girls buying 1l bottles of evian for 3 euros a piece some years ago.

Most of them buy it to show they are busy working on their figure !

Besides, they might break a nail turning open the tap ... or be forced to do the dishes hehe

[Albert Schweitzer 10]

Filtered water? Hell this tap water and gets tested 3'000'000 times per year. It had been confirmed that it is clean, so what is the filtering from Coca Cola for?

All they did was adding some minerals. Well okay if you want to pay a markup of 3000 for that. Sure, it may be legal, but for a company like Coca Cola that surely is a breach of trust for all of us customers.

[JAP 2]

Filtered water? Hell this tap water and gets tested 3'000'000 times per year. It had been confirmed that it is clean, so what is the filtering from Coca Cola for?  

All they did was adding some minerals. Well okay if you want to pay a markup of 3000 for that. Sure, it may be legal, but for a company like Coca Cola that surely is a breach of trust for all of us customers.

Well,

Coca Cola = water + sirup

Sprite = Water + sirup

Dasani = water + minerals

....

What s the dif ?

And like Eizei said, water is one hell of a trendy drink atm.

[denoir 0]

This is nothing knew. The Coca-Cola BonAqua brand of mineral water is also just tap-water. And they didn't try to hide it in any way either.

[SpongeBob 0]

I think it's trendy because of all these raves, they sell water for like 5 dollars a pop, and they turn off the cold water taps in the bathrooms so you can't refill the bottle for free. So people were looking at these trendy club kids drinking expensive water and not Mountain dew or Sprite, they want to look trendy too, even when not at a rave.

[Pipski 0]

Yet more water drivel

Quote[/b] ]This amazing pure drinking water has been molecularly restructured to create smaller molecular clusters and provide lower surface tension for improved cellular absorption and hydration.

In addition, this water has been processed with a mild form of electrolysis that ionizes the water, giving the water antioxidant properties. It is then filtered through coral sand from Okinawa, Japan that enhances it with calcium, magnesium and over 70 other trace minerals.

The result is water that simply has to be experienced. Not only is it be the best bottled mineral water you've ever tasted, it's also the healthiest

Well that's a crock of f****** s***. Anyone for snake oil?

Quote[/b] ]Exactly what does this mean? What is molecularly restructured water and how does it result in improved hydration? If you could look at water using magnetic resonance imaging, you would see that H20 molecules tend to adhere in clusters of 10-13 molecules. Our patented process incorporates a mild form of electrolysis that releases some of the molecular bonds creating a greater number of clusters that are half the size. Smaller molecule clustering can result in improved hydration.

That's right folks, ordinary water isn't wet enough to rehydrate you anymore. You need this superwet water. Jesus wept.

[Gadger 0]

The media sensationalise once again. Yes the water was once from a tap, but the price increase is due to the extra purification it receives at the cost of the company.

[SpongeBob 0]

Someone should bottle tap water from Mexico and sell it as a laxative.

[-33ker 0]

Someone should bottle tap water from Mexico and sell it as a laxative.  

ROFL

[Assault (CAN) 1]

Quote[/b] ]Someone should bottle tap water from Mexico and sell it as a laxative.

LOL, I can see it now: "Montezuma's Turbo Lax", Price? Free!

Seriously though, this is old news. I congratulate Coca-Cola and Pepsi for being able to market an every day thing like water and make millions off of it from stupid consumers world wide. Good for them.  

As for me, I use a water filter that attaches to my tap.

Tyler

[GoOB 0]

Seriously though, this is old news. I congratulate Coca-Cola and Pepsi for being able to market an every day thing like water and make millions off of it from stupid consumers world wide. Good for them.  

Actually bottled water is quite a good thing, it might not be what the bottle says it is but a really cold bottle of Evian or Perrier tastes like heaven! But those are indeed waters from springs and mountains and not English tap-water

Personally I prefer the water from the lake "Djup Rämmen" in Värmland, that water when cold tastes wonderful. But when I am not there I just utilize my parish's excellent tap water

[Albert Schweitzer 10]

If I want mineral water I expect it to have natural minerals from a deep down icecold fountain. And Evian is indeed an example that expectation can be met at the same price. The consequence is clear, dont congratulate Coca Cola for the Marketing cause IT FAILED BIG TIME. This label will be erased (I bet) and harm to the brand is the consequence

[Gadger 0]

Its the second best selling bottled water drink in America at this moment in time. Personally I still fail to see the problem If they was just taking tap water and selling this tap water on in the same form they bought it, well then that would be just wrong, but the purification process it goes through warrants the price, as does the product itself

[Albert Schweitzer 10]

Well if it would be much much cheaper, al right! But it isnt! Maybe germany is a different, but noone would buy a cheap tap water for the same price as one from a famous natural fountain. Why do you buy it then? Drink some drops of milk and then fill up a bottle with tap water and you got the same amount of minerals

[Dauragon 0]

personally i dont taste a difference between water out of the tap or Evian stuff

[One 0]

strangely enough people, i like tap water. if ur living in north america, you might think im strange, but i love the stuff. im not sure how europeans look @ tap water, but most north americans wont touch the stuff. but hey, its free, and if you couldnt drink it, and it wasnt safe, i dont think it would be made so easily available. plus i live in a medium sized, industiral city. (home to GM's largest north amerian plant) i think it adds something special to the water. so i dont really care if coke is selling stuff thats probably not alot better anyways

[toadlife 3]

If I want mineral water I expect it to have natural minerals from a deep down icecold fountain. And Evian is indeed an example that expectation can be met at the same price. The consequence is clear, dont congratulate Coca Cola for the Marketing cause IT FAILED BIG TIME. This label will be erased (I bet) and harm to the brand is the consequence

Dasani has been on the Market for quite awhile in the U.S.. Why is it such a big deal that they get tap water and filter it? This is what every water bottler does. Did you not know this? Those companies who claim their water is from some natural spring are taking you for a ride - they get the water wherever the hell they can - all in the name of the bottom line. If Evian's water is from a Natural spring, that doesn't mean the water from that spring is particularly clean, or dosen't have to be filtered anyway. If your local water supply is partly fed by a spring then you could bottle tap water and claim it's from a spring.

[-33ker 0]

Go to Germany and you'll se where real bottled water comes from.