Are you getting it eight times a day?(Coca-Cola to enter the bottled water business)

Beverage Industry, March, 1999 by Bachmann, Tom

Don't let the headline unnerve you. This is the highly successful and Aqua Award winning advertising campaign for a regional bottled water company that is promoting the hydration health benefits of water. The International Bottled Water Association has cleverly adopted the benefits of proper hydration as a health benefit to help increase per capita consumption of bottled water nationally. It asks its members to promote the idea that a consumer, no matter what age, should drink eight 8-ounce servings of water -- preferably bottled water -- a day.

This has apparently worked as the bottled water industry enters its sixth straight year of double-digit growth.

Apparently The Coca-Cola Co. wants to get into the eight times a day game, too. Enter Dasani,...

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