Dasani (UK) — the decisions that defined it | Stratrix

The decisions that made it

The Crisis Response · Crisis & Reinvention

Coca-Cola Tried to Sell the British Their Own Tap Water. It Lasted 38 Days.

Dasani launched in the UK on 10 February 2004 and was recalled on 19 March - 38 days - after bromate was found at 25 micrograms per litre against a 10-microgram limit. The bromate wasn't the disaster. It was the proof.