Unsweetened flavored waters have experienced 400% growth during the past two years, said the report, citing Nielsen. "The category is still growing very quickly so it makes sense to get into it," Coca-Cola representative Ray [image-nocss] Crockett told the publication.
Bill Sipper, president of Cascadia Consulting, added, "They are jumping in early. The category is still under a $100 million. Coke, if done right with merchandising and whatnot, could [succeed] because the category is still evolving."
PepsiCo offers Aquafina FlavorSplash, which also is no-calorie and all-natural drink; however it contains preservatives. There are also a number of smaller players on the scene, including Hint.
Dasani Essence joins Dasani Flavors and Dasani Plus enhanced water beverages. This could be a negative, said Sipper. "It's a little confusing with all of the sub-brands."
Another barrier is the lack of attention the flagship has gotten for the past two years, the report said. Coca-Cola invested $2 million or less on U.S. media spending (which does not include online spending) each of the past two years, said Brandweek, citing Nielsen Monitor-Plus, compared to $20 million in 2006.
Dasani also will be replaced by sister brand Glac a a' a'au, makers of Vitaminwater and Smartwater, as a sponsor during the NCAA championship games, said the report.
Coca-Cola will support the Dasani Essence launch with an integrated media campaign, sampling and in-store merchandising, the report added.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.