Coca-Cola plots crisis PR over Dasani launch furore

LONDON - Coca-Cola GB's retained agency Lexis PR was this week thrashing out a PR recovery strategy for water brand Dasani, after press ridiculing of the drink.

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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