Coke rolls flavored water in Germany

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[Berlin] Coca-Cola Germany will have a new entry this month in the fast-growing flavored-water market with international potential if its launch is successful. Taking advantage of the popularity of nutrient-enhanced functional waters that tout the antioxidant effect of different fruits and herbs, Ipsei contains grapes, vitamins and an herbal green tea called rooibos.

"We see a trend for drinks which taste good and give you the feeling that you've done something good for your body," said Regina Wurz, director-water business at Coca-Cola. The launch is backed by a print campaign with the theme "Think what you drink" by Interpublic Group of Cos.' McCann Communication House M.E.C.H., Berlin. McCann Erickson is Coke's main agency in Germany.