Coca-Cola eyes second stab at UK water sector

by Nicola Clark, Marketing 28-Jun-06

Coca-Cola has pledged to return to the UK water market two years after it experienced a commercial and PR disaster with the launch of Dasani.

Speaking at the recent Deutsche Bank global consumer and food
conference, Dominique Reiniche, president of the European Union Group at
Coca-Cola, said: 'We have plans and projects for the future - nothing

concrete at the moment, but (the lack of a UK water brand) is a

challenge we have to address.'

The UK drinks market is considered one of the most sensitive when it
comes to health and wellness, and many analysts believe Coca-Cola's
failure to make an impact in the water sector has left a hole in its
portfolio.

By contrast, rival Britvic has made substantial inroads with the launch
of youth water brand Drench, which has been positioned in the manner of
a soft drink.

Coca-Cola has significantly grown its profile in the non-carbonated
soft-drinks market over the past few years. Innovations have included
the planned UK launch of fruit-flavoured mineral water Aquarius
(Marketing, 29 March). The group has also promoted the balance of its
offering with its 'Make every drop count' portfolio campaign (Marketing,
26 July).

Reiniche described the campaign as addressing gatekeepers, opinion
leaders and mothers. 'It is not just about a campaign, it is about us
speaking up, defending our reputation and taking a strong position in
the EU debate' she said.