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.
"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.