So, what are we to read into Coke’s impending UK launch? To me, some of the details are quite surprising, but they also seem well thought through.
Coke certainly has to avoid repeating the Dasani disaster of 2004. The principal lessons from that were not bottling from tap, maintaining quality and managing consumer confidence. Smartwater will come from a spring water source and will be filled at an established water bottling site with recent extra investment.
Its UK proposition will be very simple and mainstream; a clean taste with a good value price. The processing will be proven. The mineral content will be a straightforward, light combination.
What, then, surprises me? I suppose I would have expected an entirely natural water without added minerals, a more premium price and branding unrelated to the more functional Vitaminwater.
I think, however, that Coca-Cola has found reasonable answers. It needs to be more active in water as a healthy and high-growth opportunity. It has to do this with a different approach to other brands, which is also reflected in the Smartwater bottle sizes. The branding is no doubt intended to appeal to the younger, on-the-go lifestyle consumer of the future.
It won’t be an easy ride for Coca-Cola. Consumers will take time to connect, but an uncontroversial first year with a quiet build-up would represent good progress, and I wouldn’t pour cold water on that.
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