More water woes ~ Brand Mix

Tuesday, October 30, 2007

More water woes

Imagine, for a minute, that you are the brand manager for Dasani and you wake up one day all full of vim and vigor and ready to enthusiastically embrace another day. Then, before you've even had time to dress, one of your colleagues forwards you this lead story on Yahoo! News rating your product as one of the world's worst (alongside a sleeping product for children).

Worse still the story used this AP/File Photo as the illustration.

No-one would like to see their brand featured like this but it must be all the more galling when you've thought of yourself as on the side of the angels. It's one thing to take the heat when you're marketing cigarettes or even sugary cereals (Kellogg's was also on the list) - you probably get used to it and build up some resistance. But bottled water marketers have faced a drastic reverse in their public reputation (see this earlier post and this one) and must still be wondering what's hit them.

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