When Coca Cola launched Dasani bottled water in the UK in February, they had high hopes that the success the brand had enjoyed in the States would soon be replicated across Europe. Yet a mere five weeks later - after its source was revealed to be not fresh spring water but the tap waters of Sidcup - it had been withdrawn from sale at a cost of millions of pounds. How could Coca Cola, supposedly one of the most sophisticated marketing organizations in the world, have got this key product launch so badly wrong?
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Title from resource description page (viewed February 26, 2019)
