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June 28, 2006
CLEARLY CANADIAN MAPS OUT A COMEBACK
Hoping to rejuvenate its struggling brand, Clearly
Canadian Beverage Corporation has several new
initiatives in the works.
The Vancouver-based company recently announced a
three-year partnership with NBA star Steve Nash, who
will be an official spokesperson and a member of
Clearly Canadian’s advisory board.
“Steve Nash has a reputation for superior results
through hard work, dedication and perseverance,” Brent
Lokash, president of Clearly Canadian, said in a
release. “We are elated by this relationship and
believe this gives us a tremendous boost in our stated
mission, to once again become a pre-eminent name in
the beverage industry.”
Nash said he has been very selective about the
companies he has partnered with over the years. “The
Clearly Canadian relationship is a natural fit for me.
Not only are we both from British Columbia but it is a
company with great products which I enjoyed while I
was growing up in Canada. I was also drawn to Clearly
Canadian because it is a company that understands its
responsibility to give back to those less fortunate.”
Clearly Canadian announced this week it has partnered
with Global Water–a non-profit organization in Oxnard,
Calif. committed to establishing safe water supplies
in developing nations–to build water systems in
Central and South America.
Clearly Canadian was once a strong player in the
sparkling flavoured water industry but, through the
years, gradually lost market share to competitors such
as Coca-Cola and PepsiCo. The company has ambitious
plans to recover and took several steps this spring to
help with the process.
It hired Leo Novosel, formerly with Snapple, as
director of sales, and Sonia Manson, formerly with
Weston Bakeries, as marketing manager. Clearly also
repackaged and reformulated its drinks and hired The
BrainStorm Group to launch a consumer awareness
campaign in the U.S.
In addition, Clearly announced it is filming its
attempts at revival. The company hired Nick Davis
Productions of New York to produce a “non-fiction
reality series following the incredibly engaging tale
of Clearly Canadian as it moves toward its goal of
regaining prominence in the alternative beverage
industry.”
–Sarah Dobson
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