Penta Gets Back In The Water

by The Editors on March 11, 2008

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The Carlsbad-based health water company Penta is relaunching this month according to a story on Brandweek.com. Apparently, the “patented process that allegedly produced a five-sided molecule” had some trouble with its science. Now, “the water will be touted as ultra-purified, antioxidant water with no additives.”

Who cares how many sides are on the molecule? Let’s keep it focused on consumer benefits,” said Dennis O’Brien, CEO at Penta, Carlsbad Calif. The veteran ConAgra and Procter & Gamble exec took the helm nine months ago.”

Well, we guess if the CEO doesn’t care, well, then Penta is just really pure water with a $4 million ad campaign behind it. Then again, this same strategy has worked pretty well for Evian. Anyone thirsty?

[Link: Brandweek.com]

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