Clearly freshens REfresher brand

Article Abstract:

Clearly Canadian Beverage Corp. has relaunched the repacked and reformulated REfresher beverage brand in an effort to target males aged 15 to 30 years. The non-carbonated beverage is described as a light tasting drink made with natural fruit flavors and enhanced with five essential vitamins. REfresher was rolled out into about 15 US markets in late April 1998 and is likely to be launched in Canadian markets within 60 days. Clearly Canadian vice president of marketing Jonathan Cronin said REfresher features a label that depict various action sports, designed to position the brand as a fun and playful and a bit nonsensical.

Marketing procedures, Product introduction, New Products/Services, Clearly Canadian Beverage Corp., Article

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Kool-Aid "Kool Train" takes top MIA

Article Abstract:

Kraft Canada Inc's 'Kool Train' campaign for its Kool-Aid brand garnered the Best of Show Award at the first-ever Media Innovations Awards, presented by 'Marketing Magazine,' at a gala event, held on Nov 15, 2000, in Toronto, Ontario. The campaign, which was created by advertising agency, the Media Edge, also won gold in the mixed media category and received an honorable mention in the media/special events category.

Public affairs

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