Friday, 16 April 2010

You really can market anything...

Just spotted a Penn & Teller video on YouTube and it reminded me about the disasterous marketing campaign for Dasani, a perfect case of how things can go really wrong! Originally a £7m marketing push to highlight the new "pure" bottled water from Coca-Cola it ended up in the revelation that Dasani was in fact tap water run through a pretty low end purification process and then marked up from 0.03p to 95p per half litre.

Not a huge surprise then that Dasani is no longer available... but as the video shows below, if you do get the marketing side right and you sound believable, you can pretty much sell anything!