Message in a Bottle

Things did not go better with coke last week, at least not in Britain. When the Coca-Cola Company launched its Dasani brand bottled water in the U.K., it found itself awash with bad publicity. Coca-Cola's $12.8 million British ad campaign ("The more you live life, the more you need Dasani") was barely under way when newspapers began shouting that Dasani's "pure still water" is a filtered version of the same H2O that pours out of millions of London taps. Since Dasani is produced in Sidcup, Kent, one tabloid dubbed it "Eau de Sidcup." Others quickly calculated that Dasani is making a...

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