Download this free, 104-page Labeling Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.
Learn more >>
Article |

Clearly redefined

When Clearly Canadian was introduced ten years ago, it stood apart from mainstream soft drinks on store shelves. Says Jonathon Cronin, vice president of marketing at Clearly Canadian Beverage Corp.: "When we first launched the brand, the slight blue tint to the glass bottles and the ACL decorating were almost revolutionary." Ten years later, shelves are flooded with eye-catching products, and the pioneering beverage company decided that its core brand needed a boost.
FILED IN:  Package Component  > Closures

"We've basically changed everything about the design of the bottle" says Cronin "starting with a deeper blue and embossed glass bottle a new label design and an updated logo." Cronin says the package costs more because of the new blue color but says it's a necessary cost for the brand to "stand out and compete in the marketplace." The company has also added three new flavors for a total of seven. Karacters Design Group (Vancouver British Columbia Canada) was called in to handle graphic design as they'd done for Clearly Canadian's Orbitz introduced last year (see Packaging World August '96 p. 2). CCL (Itasca IL) prints the pressure-sensitive polypropylene label in eight colors on a press that combines flexo and screen printing. The 11-oz glass bottles are provided by several suppliers. Alcoa Closures (Indianapolis IN) supplies the ROPP aluminum cap. The new line was phased into stores nationally beginning in April.

Related Sponsored Content

E-Book Special Report
Total Cost of Ownership
Sign up to receive timely updates from our editors and download this E-Book Special Report to learn how to calculate the true Total Cost of Ownership (TCO) of your packaging machinery.


Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
Each newsletter ranges in frequency from once per month to a few times per month at most.