Canadian beverage marketer charges its new battery

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VANCOUVER, British Columbia--Clearly Canadian Beverage Corp. is mulling marketing plans for its Battery energy drink, which is now being rolled out in select U.S. markets after proving a success in Scandinavia.

Alternative beverage marketer Clearly Canadian launched Battery in Finland in 1997, then expanded into Sweden and Norway the following year. Rollouts in Canada and the rest of Europe are expected later this year, says the marketer. For now the focus is on moving into nine U.S. states including Texas, California and New Jersey. "Our goal is to build distribution," says spokeswoman Valerie Samson. "But we're currently evaluating our regional advertising" approach.

Print advertising in specialty bev erage industry publications breaks this month with consumer advertising in the works, likely using radio. Initial efforts are running now in the test market of Seattle, where Battery has joined two radio stations for promotions that include the Seattle SuperSonics of the National Basketball Association.

Consumer creative and point-of-purchase will be adapted in-house from work by Battery's Scandinavian agency, Lowe Brindfors in Helsinki.

Packaged with a black-and-gold battery-like design, Battery is made with caffeine, maltodextrin and the Amazon berry guarana; it's positioned as "a refreshing drink that can revitalize the body."

Battery is the first entry into nu-trient-enhanced alternative beverages for Vancouver-based Clearly Canadian, which hopes expansion will follow the drink's popularity in Finland, where it claims a 70% share of the energy drink segment.

Copyright March 1999, Crain Communications Inc.

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