Coca-Cola brings controversial Ipsei drink to UK

by Nicola Clark Marketing 03-Aug-05

Coca-Cola is to launch its Ipsei drink in the UK, despite reports that it has run into trouble with Pepsi, which is claiming the brand is a play on its name.

The still fruit-flavour drink, which contains African rooibos plant
extract, antioxidants and vitamins, will launch nationwide later this
month.

Pepsi refused to comment on whether it was considering legal action over

the name.

Coke hopes to capitalise on the rising popularity of healthy
non-carbonated drinks, and is pushing the fact Ipsei contains 75% of the
recommended daily allowance of vitamin E. It also contains vitamin B6
and 50% of the daily allowance of B12 and biotin.

The soft launch of the drink will be backed by point-of-sale activity,
targeting adults aged 30 and over. It will be distributed through a
range of retailers, including health-food stores.

Ipsei will be sold in 500ml bottles. Designed by UK agency Barber
Osgerby, they are the first asymmetric drink containers produced by
Coca-Cola.