Coca-Cola Great Britain is planning a £7 million ($12.8m; €10.2m) marketing blitz to back the launch of Dasani water in the UK.
The drinks giant is keen to position the brand as an "urban water for the fast-living generation", according to the company's public relations manager Judith Snyder. She believes Dasani will be differentiated from rival waters by being a "lifestyle brand" targeted at 20 to 35-year-olds.
The campaign, overseen by Lexis PR, will focus on celebrity events and media relations. This will be followed by outdoor and radio advertising, then TV and cinema spots from March 15.
Coke has so far restricted Dasani to the US, Brazil and Africa. But after the UK launch, it plans to introduce the brand in 19 other European markets by the end of this year.
The beverage behemoth already owns Malvern water in Britain. This, however, is a relatively small player in an £800m market dominated by French group Danone (owner of Volvic and Evian) and Switzerland's Nestlé (Perrier, Vittel, San Pellegrino).
Data sourced from: BrandRepublic (UK); additional content by WARC staff