Dasani in the US has achieved enormous success for a relatively new brand. Coca Cola's huge marketing muscle and extensive distribution network ensured this success. Here this brand of purified 'tap' water with added minerals, sat beside natural spring waters from mountain peaks on shelves, and still won over customers. The American public it seemed were not concerned or were simply apathetic over the origin of their brand, as long their bottled water brand was safe. With Coca Cola's first foray into the bottled water market a bamstorming success, Europe was the next port of call for this "next big brand' for the company. The company had long craved a successful new product launch in new product categories, rather than more similar line extensions such as Vanilla Coke, that would see them achieve their ambitious growth targets. In the US, Coca Cola even segmented the bottled water market by price, dividing it into three tiers.