Water, the elixir of life, is the foundation of everything around us. Coca-Cola, often dubbed as “sugar in a can”, somehow also enjoys worldwide recognition. To be precise, 94% of the world acknowledges the logo if shown to them (Bhasin). Two drinks that represent opposite things: health and unwellness. However, the Coca-Cola company offers both, while managing to be the most successful beverage firm in the world. In the consumer beverage industry, Coca-Cola and Dasani water defeat the paradox, generating worldwide recognition which comes with raised health concerns, while highlighting the importance of the idea marketed to the public. Is it the product, or the name? 
Coca-Cola is the product that initially started the world-known, Coca-Cola company. A doctor in 1886 was experimenting with different products until he finally landed on a drink made out of wine and coca extract. He prescribed it as a cure for nervous disorders, headaches, and other ailments. The drink was very similar to Vin Mariani, a popular wine in Paris until Pemberton changed it to coca syrup. Later that year, Pemberton mixed the syrup in a brass kettle, creating what would become known as Coca-Cola. This drink is different from today’s Coca-Cola in some ways. The original version marketed with this name was sold as a medicine and contained extracts of cocaine (John Pemberton). Coca-Cola today is sold as a soft drink, and of course, it doesn’t contain cocaine (Gleib).  
Unfortunately, this is as far as I can accurately share, owing to the fact that the company keeps its formula confidential (Kottasova). As Statistica’s insights suggest, most Coca-Cola consumers are typically aged 30 to 49. This demographic predominance emphasizes Coca-Cola's remarkable success, acknowledged by Brand Finance as the "World's most valuable beverage brand." But how is all this possible? “Well, it isn’t the taste or quality than the idea marketed to you” (YouTube). These strategies can be simplified into four connected approaches: emotional advertising campaigns, personalization and customization, digital marketing and social media, and finally, sponsorships and partnerships. Coca-Cola's engaging advertising campaigns, such as "Share a Coke" and the one we call remember "Holidays are Coming," are designed to create emotional connections with consumers, stir feelings of nostalgia, happiness, and a shared sense of national unity. It doesn’t end here as partnering with important sports and cultural events, like the FIFA World Cup and the Olympic games, increases the level of exposure and attention they would usually get. Being in the age of technology, the company benefits from that; always consistent on social media, trying to create interactive experiences (Coca-Cola Marketing strategy). 
All of these are Coca-Cola’s tricks for success, but this doesn’t make the product itself a good one. Coca-Cola has been linked to potential health concerns, including an increased risk of stroke and dementia, and effects on sleep, memory, and motor coordination as suggested by various research studies. However, it's essential to note that certain effects, such as potential diabetes risks, associations with the development of chronic diseases, and signs of decreased kidney and liver function, may lack definitive evidence since the studies were carried out solely on rats and do not necessarily reflect human outcomes accurately. So, you might want to think again before purchasing a Coca-Cola every day (Felman). 
Dasani water, on the other hand, only came into the market in 1999 making a very successful launch. It was presented as a “pure” and “refreshing”, high-quality water (History of Dasani Water). The Coca-Cola Company, this time, could not hide its “secret formula” given that the U.S. Food and Drug Administration (FDA) had established specific standards for bottled water quality. As a result, I can accurately say that Dasani water consists of purified water, magnesium sulfate, potassium chloride, and salt” (Vercelletto). There used to be a lot of debate on the effects of potassium chloride on the human body which was quickly shut down due to the fact that scientifically, the amount of this substance in the water was very low and consequently safe (Ferreira). Frankly, even with it being safe, I don’t know if I would use it every day. But what actually deserved concern, was the purification of the water. Since this water was presented as “pure”, most people assumed it came from springs. They were wrong, like we all are from time to time.  That didn’t work out so well for the company, as when the product launched in the UK, a shocking truth was discovered about it. It was just purified tap water. Moreover, levels of bromate were found in the drink, a substance linked with an increased cancer risk. The Food Standards Agency (FSA) confirmed there was “no immediate risk to public health”, however, the damage was done: people didn’t want it anymore and it was banned from the UK forever; I guess you can’t outsmart the British  (Lawrence).  On the other hand, our American friends are not judgmental. Therefore, in the US the success didn’t decrease drastically, and the brand still managed to be the most sold water in the county. Worldwide it would take second place, proceeded by its biggest competitor, Aquafina of PepsiCo. Must hurt not to be more successful than your enemy. 
In contrast with cola, Dasani water’s prime drinkers are people who fall into the age group 18 to 29 years old (Statista). Approaching marketing, I would say there isn’t much difference between the strategies used to promote Dasani water. It is the same company after all. In their advertising campaigns, it is noticeable how they try to emphasize “the natural and pure” features of the drink. A memorable campaign featured close-up shots of water droplets falling in slow motion, paired with stimulating sound effects, to emphasize the idea of purity and rejuvenation. Water, as the origin of all life, is most commonly symbolized by a droplet, signifying purity, transparency, and vitality. By using this symbol, Dasani successfully connected with consumers and immediately associated its brand with concepts of freshness, nature, and pure sources. But we can see that Dasani Water is not really that; the company is not lying either, but rather manipulating the truth.  
In every industry the products promoted, and their features are often deceiving. This is true for every company you can think of not only Coca-Cola. By buying Coca-Cola or Dasani water…you are not getting what you were promoted. In reality, you are buying disease-causing products. Nonetheless, this essay, or any other essay for that matter, will have a limited impact on the overall success of the Coca-Cola company, because remember, you are not buying a product, you are buying an idea. This idea is embedded in our society as something essential, but readers, note that not every idea is good and not every idea is something you should consume every day.