Product Launch - US: The Coca-Cola Co's Dasani Drops

By | 7 September 2012

Click through to view the Coca-Cola Cos Dasani Drops

Click through to view the Coca-Cola Co's Dasani Drops

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The Coca-Cola Co's Dasani Drops  

Category - Soft drinks, liquid flavour enhancer, zero calorie

Available - From next month

Location - US, nation-wide

Price - SRP about US$4 per 1.9floz (5.6cl) PlantBottle. Each bottle contains 32 servings

Distribution - The Coca-Cola Co

The Coca-Cola Co is to launch a water flavourer next month aimed at parents and the health conscious, the company said today (7 September).

Dasani Drops is a zero-calorie “liquid flavour enhancer” added to water to give it a fruit taste. Four flavours - Strawberry Kiwi, Pink Lemonade, Pineapple Coconut and Mixed Berry flavours - will be available in 1.9oz bottles with flip-top caps.

The product will be available across the US. There are no current plans for additional countries, a Coca-Cola spokesperson told just-drinks.

Coca-Cola, which also makes purified water brand Dasani, said the enhancer allows consumers to choose their own flavour strength. 

“Dasani Drops gives people a new way to enjoy drinking water by pumping up the taste of Dasani with a simple squeeze of the easy-to-carry bottle,” said John Roddey, VP for water, tea and coffee for Coca-Cola North America.

Last year, Kraft launched its own flavour enhancer, Mio.

Show the press release

 

TASTE THE DIFFERENCE: NEW DASANI DROPS™ ENLIVEN THE EVERYDAY WITH A SPLASH OF FLAVOR

DASANI DROPS Flavor Enhancers Give On-the-Go Water Drinkers The Ability

To Mix It Up With Four Exciting Flavors

ATLANTA, September 7, 2012 – Taste has always been a matter of preference. Starting this fall, DASANI, America’s No. 1 favorite water brand, will give people across the country the power to create their own personalized taste experience by putting flavor at their fingertips. DASANI, which introduced the innovative new PlantBottle® packaging nationally in 2011, is again bringing something new and refreshing to the water category. DASANI DROPS is a zero-calorie liquid beverage enhancer that allows people to add a veritable burst of flavor to their water.

Hydration is an important component of an active, healthy lifestyle, and DASANI DROPS offers a new twist on the water-drinking routine. With four mouth watering flavors including Strawberry Kiwi, Pink Lemonade, Pineapple Coconut and Mixed Berry, DASANI DROPS is sure to enhance the experience of drinking water for those seeking to enliven the everyday.

By simply flipping the cap and squeezing the bottle, water drinkers can mix in a little flavor or a lot of flavor for an intense burst of deliciousness. It’s a great way to customize how people choose to tempt their taste buds, while offering them a delicious, sweet way to enjoy drinking water throughout the day.

“DASANI DROPS is the perfect solution for those who want to mix things up with a refreshing splash of flavor in their day,” said John Roddey, Vice President, Water, Tea and Coffee for Coca-Cola North America. “DASANI DROPS gives people a new way to enjoy drinking water by pumping up the taste of DASANI with a simple squeeze of the easy-to-carry bottle.”

A flavorful, fashionable accessory for busy moms and health-conscious people alike, DASANI DROPS will be packaged in a squeezable 1.9 fluid ounce bottle with a flip-top cap – perfect for those on the go. Each bottle provides value by offering 32 servings per container, more servings than other flavor enhancer options. Beginning in October, the four delicious flavors will be available in a wide variety of retail locations across the country where DASANI is sold.

The debut of DASANI DROPS will be supported by an integrated marketing campaign, including digital, print and out-of-home advertising and in-store bundle offers. At local stores, on college campuses and at concerts across the country, sampling teams will give people a taste of how to punch up the flavor with DASANI DROPS.

 

Original source: www.thecoca-colacompany.com

Expert analysis

Coca-Cola Co, The in Soft Drinks (World )

The Coca-Cola Company, the world’s leading soft drinks company, has a stated aim to double its size over the 2010 to 2020 decade. However, with US sales on the decline and regular carbonates losing their appeal, the company needs growth to come in the BRIC countries and in low calorie drinks. In this report, Euromonitor International assesses The Coca-Cola Company’s chances of succeeding in its quest for growth.

Sectors: Product launches, Soft drinks

Companies: Coca-Cola Co

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