Coca-Cola in second water-based launch

Just weeks after the disastrous launch of its water brand Dasani, Coca-Cola has launched a new juice and water drink called Ipsei, targeting the same “on the go” adult lifestyle market as the soft drink giant’s failed brand.

Ipsei, which is about to go on sale in Germany, is a water-based juice drink, which includes grape juice, juice from the South African rooibos plant and vitamins.

It is packaged in a specially designed “asymmetrical” plastic bottle and will launch next month. As with Dasani, the name Ipsei is a made-up word, although it has its roots in the Latin for “self”.

A Coca-Cola spokesman claims there are no plans to introduce Ipsei to the UK, but says the company will “evaluate its success in Germany and see where it is appropriate to take it next”.

Coca-Cola is keen to develop its adult drink portfolio as changing tastes and growing health awareness sees customers switching from fizzy drinks to less sugary products. Coca-Cola’s UK product portfolio does include the juice drink Oasis.

Earlier this year Britvic Soft Drinks introduced Robinson Fruit Spring, also targeting adult “on the go” customers (MW June 5, 2003).

Coca-Coca maintains that Ipsei is not a replacement for Dasani and was in development before the mineral water launched. The UK was chosen as the launch pad for Dasani, but the product was dogged by criticism of its origins as purified tap water and then suffered a contamination scare. It was pulled in the UK in March and planned roll outs in France and Germany were cancelled.

BBC2 screens a documentary tonight (Wednesday) called Coke’s Water Bomb, examining the Dasani debacle.

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