According to reports, Dasani is set to be launching in the UK in February 2004.
Lowe was originally appointed by Coca-Cola in June last year to work on a project basis for a product codenamed Bon Aqua, as the company looked at potential bottled water launches in the UK. The agency also handled the relaunch of Malvern, the English spring water brand, for which it devised the strapline "Not quite middle England".
Dasani is not a spring water like Evian or Volvic, but is purified water with added minerals. The growth of sales of bottled water has been a tonic for the soft drink market, with sales of water expected to contribute growth of 38% to the overall sector in 2004, according to Danone's Bottled Water Report.
Advertising for the Dasani brand in the US, where it was launched in 1999, is handled by Berlin Cameron/Red Cell. It is the second-biggest brand in the US behind Pepsi's Aquafina, and Coca-Cola is branching out by launching flavoured variants.
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