Coca-Cola is planning to forge a closer association between bottled water brand Malvern and the Schweppes portfolio.
Coca-Cola marketing director for Great Britain Cathryn Sleight said: “As we get a stronger marketing plan and proposals behind the overall Schweppes portfolio, I think there will be opportunities for us to work on Malvern with Schweppes.”
No further details were revealed, but it was suggested by Sleight that Malvern still has “a lot more room for growth”.
Coke has so far failed to make any major in-roads in the bottled water market. Its last serious foray into the market was with Dasani in 2004, but the launch ended in disaster after the new product was discovered to be treated tap water containing potentially dangerous chemicals.
Coke invested GBP 7m on the launch of Dasani in 2004, but the wave of negative publicity it received in the UK damaged any chances of achieving the same success as in the US.
Dasani was found to be treated tap water containing potentially dangerous chemicals.