As PRWeek went to press, Coke GB insisted it was "business as usual" for the Dasani launch PR campaign, despite criticism that the product is tap water marked up by 3,000%.
Brand PR manager Judith Snyder said: "This is a new concept -- people will inevitably question it."
Snyder said PR plans for Dasani Dinky, a product extension due to hit UK shelves in May, were unaffected.
Lexis said PR plans to promote the brand's association with 'Popstars: The Rivals' reject Javine would go ahead.
A Coke insider said sales of Dasani would suffer in the short-term, but stressed: "The key to sales of Coke brands is great distribution."
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