It’s fair to say that tap water is one of the last aquatic sources without adequate packaging or branding. So we salute Coca-Cola for filling a yawning gap in the market when it branded tap water from Sidcup, Kent, as Dasani and delivered it in a sexy little bottle.
Though, as a spokeswoman from the National Consumer Council points out, it has been tried before…’It’s like an episode from Only Fools and Horses, when they sold tap water from the Peckham Spring,’ she says.
Dasani has become the second-biggest selling branded water in the US, begging the question – who’s at number 1? Del Boy was unavailable for comment as Design Week went to press.