Clearly Canadian's brand positioning continues to be unclear

Posted on Mon Feb 2 2009

Cc

Clearly Canadian was as popular in the early '90s as Nintendo and grunge. It helped create an entirely new category (along with Snapple and others) called the new-age beverage. However, as others, like SoBe, jumped in, and brands like Gatorade were lumped in, Clearly Canadian became irrelevant. The brand tried and tried again, launching Reebok Fitness water and repackaging and reformulating at least four times. Today, nearly two decades after it launched, it's trying it again—repositioning itself as the "healthier sparking beverage." This will include, yet again, new packaging, graphics and flavors, only this time around the drinks have only 25 calories per serving. Which is a shame, because the original flavors, like Loganberry, were delicious—albeit unhealthy.

—Posted by Kenneth Hein


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