Dive Brief:

• Coca-Cola has launched a bottled water brand in China called Ice Dew "Chun Yue," or Pure Joy.
• The socially conscious brand sets aside funds to develop safe sources of drinking water for schoolchildren in rural provinces such as Yunnan and Sichuan.
• The brand is priced slightly higher than rival bottled-water brands, and is targeted at millennials, who are seen as interested in supporting social causes with their brand choices.

Dive Insight:

The only thing better than this brand and its mission is its tagline -- "Drink Good, Do Good, Feel Good" -- which is about the clearest description of the entire socially conscious movement we could imagine. The TV ad running in China is pretty wonderful too.​

This is the first socially responsible brand that Coke has produced. If it takes off, perhaps the company will look to expand the brand to the States, even worldwide.