Coke to Launch Water Brand Dasani in France and UK

05 December 2003

The barricades are manned in Evian-les-Bains and the city of Vergèze, sacred site of the Perrier spring.

The claymores are a-whirl at Bonny Scotland's Highland Spring and the muskets primed in England's ancient hill town of Malvern.

The natives are set to repulse, if they can, the marketing might of Coca-Cola which aims next spring to introduce its Dasani bottled water brand into France and the UK. And thereafter on a country by country basis across Europe.

The move marks the brand's first excursion beyond North American shores where, says Coke, its mineral composition will be adjusted to the "specific expectations of French [and British] consumers."

This reflects Cokes hi-tech approach to the business of manufacturing mineral water, the formula scientifically calibrated to meet local tastes and replacing traditional but outmoded methodologies like carboniferous filtration which requires several aeons on the production line.

Data sourced from: The Wall Street Journal Online; additional content by WARC staff