A Case of Deja Blue in Water Category

Sep 17, 2002

Beverage Digest, reporting from last week’s meeting of Dr. Pepper/Seven Up (DPSU) bottlers, says that the Cadbury-owned business has made breaking into the water category a “very big priority”.

DPSU plans to roll out its Deja Blue water brand nationally from its current 20-state base. Mike McGrath, president/COO of DPSU’s Cadbury Brands/7UP unit says that the company will sell the product into national retail accounts that have been asking for it.

Mr. McGrath said plans for Deja Blue, to be priced below Pepsi’s Aquafina and Coca-Cola’s Dasani, have changed and the water will will now be priced with those products. Deja Blue will be available in .5-, 1-liter and 20-oz sizes.

Moderator’s Coment: Does price competition risk turning
‘still’ branded waters into a commodity business?

Perhaps, but bigger risks are inherent if consumers decide
to turn on the tap again. Yesterday’s story about the demise of logos in apparel
should serve as a cautionary tale for water brands. One day consumers may turn
their bottle of Evian towards a mirror and realize what it spells when read
backwards. [George
Anderson – Moderator

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