CLEARLY CANADA REDESIGNS FLAGSHIP BRAND
By Adnews Staff
Vancouver-based Clearly Canadian Beverage Corporation is launching the North American roll-out of its redesigned sparkling flavored water brand. The company has introduced new packaging and a diet line extension in an attempt to attract new consumers. Clearly Canadian targets the 18-34 age group. The brand, first launched in 1989, is being supported with a "See CLEARLY Now" creative campaign. The print campaign includes trade advertising and point-of-sale materials that will support on-site consumer sampling events. The new packaging design features a larger, clear glass bottle with multi-coloured, shrink-sleeve labeling that covers the entire bottle. A silver cap tops the redesign. The diet line is available in two of the five flavors, cheery and blackberry. Additional flavors in the line include strawberry melon, raspberry cream and white grape. Clearly Canadian distributes its sparkling flavored water line in grocery and convenience stores across North America. The North American roll-out will be followed later this year with international markets. Advertising is scheduled to run throughout the summer. Karacters Design Group of Vancouver created the redesign and "See CLEARLY Now" creative campaign.