4th December, 2003
COCA-COLA, A NEW PLAYER ON THE BOTTLED WATER SCENE IN FRANCE BEGINNING IN 2004
COCA-COLA, A NEW PLAYER ON THE BOTTLED WATER SCENE IN FRANCE BEGINNING IN 2004
Paris, France,
December
04, 2003 -
By launching DASANI in the spring of 2004, Coca-Cola is becoming a new player on the French bottled water scene. DASANI is a natural mineral water drink (99.8%), with calcium and magnesium (0.2%) added to guarantee the ideal mineral content for consumers. DASANI complements the water product offering currently available and answers the specific expectations of the French, both in terms of taste 1 and mineral content2.
Coca-Cola entered the bottled water category in 1986 and has now become the world's #3 producer3. Coca-Cola markets bottled water in more than 100 countries through about 20 brands4. First launched in 1999, DASANI has already become one of the world's ten top selling water brands5.
In France, Coca-Cola manufactures and distributes a broad variety of nonalcoholic refreshing beverages: soft drinks, juices, teas and sports drinks.
In the framework of its innovation strategy, Coca-Cola is broadening its offering in France by launching DASANI in a mineral composition adapted to the specific expectations of French consumers. DASANI is a new non-sparkling drink made from natural mineral water (99.8%), with calcium and magnesium (0.2%) added to guarantee the ideal mineral content: 1.5 liters of DASANI cover 33% of the recommended daily intake of calcium and magnesium. These two minerals play an important role in the nutritional balance.
The launch in the spring of 2004 will be supported by a large-scale advertising campaign, aiming to rapidly develop consumers' awareness of the brand thanks to an original form of communication, in tune with the signs of our time.
"With DASANI, we now have an extra asset in our offer of non-alcoholic beverages,"
said Hubert Patricot, CEO of Coca-Cola Entreprise. "We attribute to Coca-Cola's much-awaited arrival as a new entrant on France's bottled water scene a level of importance comparable to the launch of Coca-Cola light in 1988."
1Source: In vivo market study carried out in 2003 by Sensory & Analytical Measurement
2Source: Etude Apports Nutritionnels Conseillés (Recommended daily intake study), 2001, by the French food safety agency AFSSA
3Source: Canadean 2003 (2002 Global Packaged Water Database / Top 25 companies worldwide)
4Non-comprehensive list: Ciel, Bonaqua, Dasani, Turkuaz, Risco, Kinley, Pump, Tian, Vital, Sensation, Nihon, Valser, Ades, Sparkletts, Kin, Fontana, Namthip, Dorna, Malvern
5Source: Canadean 2003 (YTD estimate)
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