Dasani Story: Coca-Cola made crores of business by selling ‘tap water’, UK people chased

If you buy and drink one liter bottled water by giving 20 rupees, then do not want the water to be filled with any tap. You give 20 rupees because the water is completely pure and mineral-rich. If you want to drink tap water, then why give so much money? The same question had arisen, when Coca-Cola launched his water brand Dasani (Dasani) in the England market. There was a stir and Coca-Cola had to leave the market and flee. But there is also a truth that the same water is still the number 1 brand in America. The story of Dasani is actually ‘Porting vs. Branding’. It is guaranteed that if you read the whole story, you will tell 4 people.

Coca-Cola launched its bottled water brand Dasani in 1999. Why? Because at that time people were looking for some healthy options out of sugar drinks, and what could have been better than pure, mineral-rich water?

Legendary water brands such as Aquafina, Nestle’s Poland Spring, and French Brand Evian (Evian) were already in the market. Coca-Cola took a different route to compete with them.

Natural waterfall vs tap water

All the companies already in the market were claiming to bring water from natural springs, but Coca-Cola purified the simple tap water with RO (Reverse Osmosis) technology and put minerals in it, such as magnicium sulfate, potassium chlorize, sodium chloride. Tried to give the same test by mixing them all with ordinary RO water.

Coca-Cola named his brand Dasani. This name did not mean any special meaning, but the company found this name right to show purity and freshness. Coca-Cola introduced it as clean, high-quality and a lifestyle product.

Heartly spent on branding

Overall, Coca-Cola imposed branding. The design of the bottle was modern. In advertisements, it was shown pure and full of freshness. People were told that this water has been purified with special technology and useful minerals have also been added to the body. In this way a common thing was made a brand and started being sold for a lot of money.

People in America took it hands-on. It also joined the race of big brands who wanted to get dominated on the water market. Coca-Cola felt that he would be able to do the same in other countries. Therefore, he turned to England.

Dasani’s game did not run in UK

When Dasani was launched in the UK, the media opened his reality after a thorough investigation. Headline printed in newspaper in big letters-

The UK media ridiculed it fiercely and said that this water is water drained from the tap. The situation worsened when a chemical called bromate was found in some bottles. There may be a risk of cancer from this chemical. As soon as the danger, Coca-Cola recited 5 lakh bottles and completely removed Dasani from the UK.

After this incident, doubts increased among the people about the brand. While Dasani is still sold in America, many people tell its taste ‘strange’, ‘salty’ or ‘metal like’. The reason for this is minerals inserted in water. Some people like it, some not. People often say on social media- “Dasani is just expensive tap water.”

Despite all the ups and downs, Dasani is still being sold in America. The company made some changes in it such as flavored water, sparkling version, and keeping the price in the reach of common people. At the same time, in countries like UK, where there was a bad experience about it, the company did not step again.

Dasani’s story gives a big lesson. If any normal thing is sold with the right branding, then it can become the need of the people. But if there will be no transparency or people will be confused, then trust breaks quickly. While Coca-Cola showed the strength of branding on the one hand, on the other hand it also learned that every market does not have the same move. People’s thinking changes and it is not easy to hide the truth in today’s time.