Clearly Canadian Launches Ad Campaign Starring Shania Twain
Clearly Canadian is back, boosted by 1990s nostalgia and an ad featuring Shania Twain, the sparkling beverage brand's first since 1991.
In a 60-second spot, the Canadian singer-songwriter spies two hikers with a cooler of Clearly Canadian, steals it from them and races away with the booty, doing a stunt-filled dash through the Canadian wilderness. Finally, she pauses for a drink, stating it’s "still the one" — a play on one of her hits — as a Twain-influenced jingle plays. The ad also mentions popular flavors such as Mountain Blackberry and lets viewers know the brand is back in stores.
Clearly Canadian had almost as wild a ride returning to the market. Founded in the 1980s, it changed hands several times before filing for bankruptcy and being discontinued in 2010.
In 2012, venture capitalist firm 4NCapital Partners acquired the brand with plans to revive it.
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Social media love and a crowdfunding push that pre-sold more than 40,000 cases revived interest in the brand. Now, Clearly Food & Beverage Company owns the brand, bringing the familiar blue glass bottles and fruity flavors back to stores in 2017. The Twain campaign reinforces the message that Clearly Canadian has returned.
The brand is also expanding its profile, adding canned drinks and zero-sugar options, bottled in eco-friendly and recycled materials. Clearly Canadian says more innovation is on the way.
Ryan Reynolds’ Maximum Effort production company handled strategy and creative, and Really Original & Circle Productions produced the Canada-filmed spots. The ad is running throughout the summer across digital, social, PR and experiential channels.
"I have very clear memories of Clearly Canadian growing up here. When the team reached out, I was so flattered and the idea was awesome," Twain said in a media release. "As a proud Canadian, the fact that it's natural spring water and bottled right here is perfect — it's pure nostalgia in a bottle! Getting to shoot this in the Canadian outdoors … and sampling all the new flavors hardly felt like work."
