Benjamin Li
May 2, 2014

Coca-Cola wraps bottled-water brand in social responsibility

CHINA - Buying Coca-Cola's bottled-water brand Ice Dew Chun Yue (純悅) will give consumers a chance to ‘Drink good, do good, feel good’ by supporting efforts to provide clean drinking water to rural schoolchildren.

CHINA - Buying Coca-Cola's bottled-water brand Ice Dew Chun Yue (純悅) will give consumers a chance to ‘Drink good, do good, feel good’ by supporting efforts to provide clean drinking water to rural schoolchildren.

Coca-Cola said this socially responsible water branding, which rolled out yesterday with a TVC, is a global first for the company.

Sales will support the efforts of One Foundation to build water facilities in remote areas of provinces including Yunnan and Sichuan.  

Pratik Thakar, Coca-Cola's Pacific Group lead for creative and content excellence, told Campaign Asia-Pacific that although Ice Dew is an established bottled-water brand in China, Coca-Cola wanted to reach 20- to 35-year-old...

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