Coca-Cola has introduced a new beverage: Glaceau Smart Water. (I’m serious.) They distill Connecticut spring water and then add minerals into the distillate. What’s “smart” about that?
A better approach to “smart” water, I think, is that taken by a British firm, SmartWater Technology Ltd. They make a liquid containing a code that can be read under ultraviolet light. I note that SmartWater Technology Ltd. is aware of the importance of branding:
“We do not take awareness or knowledge of the SmartWater brand for granted, which is why this work continues to be a fundamental component in our ongoing crime-fighting strategy. We are always searching for dynamic new ways to promote our brand to the criminal fraternity and wider communities. Only by doing so will we continue to ensure that SmartWater remains the UK’s most powerful crime deterrent.”
What I don’t know is what Coca-Cola knows about the extent of the UK firm’s world-wide trademark rights. Bring in the lawyers.
“The Coca-Cola Company brings you glacéau smartwater, vapor distilled water with electrolytes. ”
“SmartWater consists of a liquid containing a code that can be read under ultraviolet light. It is intended to be applied to valuable items, so that if they are stolen and later seized by police, their original owner can be determined. Another application is a sprinkler system that sprays a burglar with the (invisible) fluid, which cannot be washed off and lasts for months, to generate evidence that connects a suspect to a specific location.”
“Made by a US bottler called Glaceau, Smart Water begins as an artesian spring in Northern Connecticut. After the water is distilled,a balance of Magnesium, Potassium, and Calcium is introduced, adding electrolytes. The attractive bullet shaped plastic container with the traditional sport cap reinforces the product’s image. Smart Water is a product for anyone who wants to look and drink their best during tennis, golf,workouts at the gym,or in the school lunch room. Smart Water is just that: smart!”