NORCAL
BEVERAGES
"Kabbalah
Energy Drink
"Nor Cal Flavored
Water"
one of the most amusing and amazing marketing stories of
the last 25 years. NORCAL BEVERAGES decided to enter the
fray with their own water product, NC FLAVORED SPRING WATER
for offensive and defensive reasons: First, to utilize and
exploit the natural in-store shelf space opportunities
open to them by virtue of their distribution of other
beverage products; second, to capture (or deprive) the
share of the water market segment that might otherwise be
lost by default to bottling/beverage competitors.
Clark & Associates assignment was to create packaging
and collateral materials that position the NORCAL product
as a consumer-acceptable alternative to other brands.