Another Example of Misleading Marketing in the Water Industry
Bottled water is a relatively recent concept. The idea of paying for water, and creating waste in the process, seemed, at first, silly. However, over time the grab-and-go convince of bottled water has made it a multi-billion dollar industry. Despite how wide-spread the consumption of bottle water has become, here in the US, what goes into those plastic bottles remains heavily unregulated. That is why it is incredibly important to have your water tested, to know if what you are putting into your body is safe. To find out more about how to get a free water test for you and your family, click here. Don’t wait. Later is always too late.
In 2004, Coca-Cola attempted to introduce their popular bottled water brand, Dasani, into the British market. Touted as being purified bottled water, the hesitancy from those that live on the other side of the pond quickly became apparent. What was expected to be a successful expansion quickly turned into a public relations disaster and a significant financial setback for the company.
The Launch and Immediate Backlash
Dasani, marketed heavily in the UK, was initially met with skepticism. British consumers were accustomed to bottled mineral water sourced from natural springs, while Dasani was essentially treated tap water. The situation was exacerbated when it was revealed that the water was sourced from a public water supply in Sidcup, Kent. The press drew unflattering comparisons to a famous British sitcom, “Only Fools and Horses,” where characters tried to sell tap water as “Peckham Spring” water​.
The Bromate Controversy
The most damaging blow came when tests revealed that Dasani contained bromate levels that exceeded the UK’s legal limits. Bromate is a potentially carcinogenic chemical, and its presence in Dasani was due to an error in the purification process, which Coca-Cola had claimed was “a technique perfected by NASA” to purify fluids. This mistake led to a recall of half a million bottles of Dasani​.
Marketing Missteps
Compounding the issue, Coca-Cola’s marketing campaign for Dasani in the UK was riddled with cultural misunderstandings. The slogan “full of spunk” was intended to convey enthusiasm and energy but is a slang term for semen in the UK, leading to widespread ridicule and further damaging the brand’s image​.
The Fallout
The combination of negative press, the bromate contamination, and the marketing blunders forced Coca-Cola to withdraw Dasani from the UK market just a few weeks after its launch. The financial loss was significant, but the repetitional damage was even more profound, affecting Coca-Cola’s standing in the UK for years to come​.
In the end…
The Dasani scandal in the UK serves as a cautionary tale about the importance of understanding local markets, ensuring product safety, and the potential pitfalls of miscommunication. Coca-Cola’s attempt to replicate its U.S. success with Dasani abroad backfired spectacularly, resulting in more awareness to what we are consuming every day.
To make sure the water you are drinking is safe, be sure to get it tested by click the link here. No risk, just better water for all.