Coke has changed name of "Dannon Spring Water" to "Spring! by Dannon." Reason for this change was set in motion last year, when Coke and Danone ended their U.S. bottled water joint venture, with Coke buying out Danone's stake. Coke continued selling Dannon and acting as master distributor of Evian. But at time of deal, sources told BD that Coke would likely phase out use of "Dannon" name and substitute another name, as its right to use "Dannon" name would continue for only limited term. Subsequently, Coke began applying for new trademarks, including "Spring! by Dasani" and "Spring!" Exclamation point in name is represented by small coil spring (photo).
Plus. It appears transition has begun. "Spring! by Dannon" is now entering market. Label indicates "Dannon" trademark is owned by Danone, "Spring!" by Coke. Website -- www.springbydannon.com -- says "Spring! by Dannon" is "updated brand name ... to remind our consumers that it is pure, natural spring water." BD speculates that "Spring! by Dannon" will continue morphing, either into "Spring!" or "Spring! by Dasani." Nestlé. Company followed very similar approach after it bought Aberfoyle in 2001. It changed name in steps, eventually to Nestlé Pure Life.
This
and all past issues of Beverage Digest are for sale.
