Its filtered-water brand Dasani posted a 9% sales rise in the second quarter.

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The company, which makes Dasani bottled water, is strengthening its position by agreeing to market France's Evian and Danone here.

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By using LocalResponse, the wrote, Coca-Cola would be able to deliver a Dasani ad immediately after the jogger tweets about it.

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Coke's bottled water, Dasani, introduced in 1999, is seeing increased volume.

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At Coca-Cola, the No. 1 soda maker, three-quarters of its volume in gallons comes from soft drinks, compared with 8 percent for its bottled waters including Dasani.

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Marc Hershon is creative director at Lexicon, a naming lab in San Francisco, and was on the creative teams that gave us the BlackBerry, Dasani and Swiffer.

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One problem facing the company, whose other brands include Sprite, Fanta, Dasani and Minute Maid, is another rise in the cost of raw materials, including sweeteners, juices, metals and plastic.

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While Coke may be able to differentiate Dasani because it adds minerals to improve the taste, Dixon questions its recently adopted three-tier water strategy, which puts Evian as the premier brand, Dasani at the mid-level, and Dannon at the bottom.

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