It was only a matter of time. Coca-Cola is stepping up its rivalry with an almost-as-widely-drunk brand of drink, called water.
Coke’s latest wheeze is to pipe the drink into customer’s homes so it comes out of the tap.
But things will have to be kept under tight security so people can’t alter the formula and destroy the value of the brand, says Coca-Cola chief executive Douglas Daft.
He admits that there is no market yet for the concept, but it surely won’t be long before we’re cleaning our teeth and showering in the stuff.
Talk about living and breathing the brand.