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Coca-Cola marketed Dasani as water purified with advanced tech and added minerals, turning ordinary tap water into a premium product sold at a much higher price
The bottle design was sleek and modern, and the advertisements portrayed the product as pure and refreshing. (News18 Hindi)
Coca-Cola faced backlash when it launched its bottled water brand Dasani in the UK, sparking a debate over purity and branding. Consumers expect bottled water, which costs Rs 20 per litre, to be pure and mineral-rich, not sourced from a tap. This sentiment caused an uproar when Dasani was introduced in England, leading to Coca-Cola withdrawing from the market. Despite this, Dasani remains the number one water brand in the United States.
Spring Water vs Tap Water: Key Difference
Coca-Cola introduced Dasani in 1999 as a healthy alternative to sugary drinks, competing with brands like PepsiCo’s Aquafina, Nestlé’s Poland Spring, and France’s Evian. Unlike these brands, which sourced water from natural springs, Coca-Cola used RO (Reverse Osmosis) technology to purify tap water and added minerals such as magnesium sulphate, potassium chloride, and sodium chloride to mimic the taste of spring water. The name Dasani was chosen to convey purity and freshness, even though it had no special meaning.
Invest Big In Branding
Coca-Cola went all out with its branding strategy. The bottle design was sleek and modern, and the advertisements portrayed the product as pure and refreshing. The company claimed the water was purified using advanced technology and enriched with essential minerals, turning an ordinary product into a premium brand sold at a high price.
The strategy worked in the US, where consumers welcomed it with open arms. The brand quickly joined the race to dominate the bottled water market. Encouraged by this success, Coca-Cola set its sights on expanding to England.
Dasani Flops In The UK
Dasani’s launch in the UK did not go as planned. The media exposed that Dasani was simply expensive tap water, leading to widespread ridicule. The situation worsened when bottles were found to contain bromate, a chemical that can cause cancer, prompting Coca-Cola to recall 500,000 bottles and withdraw Dasani from the UK market entirely.
After the incident, public trust in the brand took a hit. In the US, where Dasani is still sold, many describe its taste as “strange,” “salty,” or “metallic” due to added minerals. Some like it, many don’t. On social media, it’s often dismissed as “just expensive tap water.”
Still Sold In The US
Despite ups and downs, Dasani is still sold in the US. Coca-Cola introduced changes like flavored and sparkling versions, and kept prices accessible for the average consumer. But in places like the UK, where it faced backlash, the company chose not to re-enter the market.
Dasani’s journey holds a key lesson: with strong branding, even the most ordinary product can feel essential. But when transparency is missing or people feel misled, trust fades fast. Coca-Cola showcased the power of branding, yet also learned that the same strategy doesn’t work everywhere. People think differently across markets, and in today’s world, it’s hard to keep the truth hidden.
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