labels: Soft drinks, Marketing
Coca-Cola enters flavoured-water category news
22 December 2008

Coca-Cola is getting into the unsweetened, flavoured-water category with the launch of Dasani Essence.

To hit the markets in February, Dasani Essence will have no sugar, no calories and no preservatives. Its three flavours -- lime, strawberry, kiwi and black cherry -- will each carry a hint of an all-natural fruit flavour.

PepsiCo offers Aquafina FlavorSplash, which is also a no-calorie and all-natural drink, though it contains preservatives. 

Coke invested $2 million or less on US media spending, excluding online spending, in each of the past two year, as per Nielsen Monitor-Plus, compared to $20 million in 2006.

Dasani Essence joins Dasani Flavors and Dasani Plus enhanced water beverages. Dasani will be replaced by sister brand Glacéau, makers of Vitaminwater and Smartwater, as a sponsor during the NCAA championship games.

Coke will support the Dasani Essence launch with an integrated media campaign, sampling and in-store merchandising. Lambesis, San Francisco, is the agency.

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Coca-Cola enters flavoured-water category