Coke opens launch for Dasani water

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Coca-Cola Co. is giving away free massages to launch Dasani, its first major entry into the $4 billion U.S. bottled water business. The product hits stores April 1 in 12 southeastern states via Coca-Cola Consolidated, the Atlanta-based marketer's second-largest bottler. Marketing support, targeted to women ages 25 to 39, includes outdoor and newspaper ads and couponing. The water is sold in light-blue plastic 20-oz. and 1-litre bottles. The five-minute massage will be dubbed "Dasani Moments," according to a spokesman for the bottler. Berlin Cameron & Partners, New York, handles advertising.

Copyright April 1999, Crain Communications Inc.

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