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Coca-Cola uses crowdfunding for launch of premium mineral water

Coca-Cola Co. said Aug. 9 that it used crowdfunding platform Indiegogo Inc. to gauge Americans' opinions on its imported Swiss premium mineral water brand Valser.

The one-month crowdfunding campaign, which raised over $10,000, gave early backers the chance to be the first in the U.S. to purchase 750-milliliter glass bottles of Valser Classic sparkling water and Valser Silence still water and provide feedback on its taste, brand proposition and price.

"Valser is naturally infused with more minerals and less sodium than other import waters," Coca-Cola said.

The company said the platform generated "transactional learning" and two-way feedback from dialogue with Indiegogo users.

"We saw this as a unique launch platform but also a way to get a clear read on what consumers want," Dave Preston, vice president, innovation, Coca-Cola North America, said in the release, adding that it may use similar tests with other brands in the company's portfolio.

The Atlanta-based beverage giant is now piloting Valser, which it acquired in 2001, in some restaurants in Atlanta.