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Article: Honesty the best policy: late last year, as Charlie's embarked on a campaign to educate consumers on the "misleading" labelling of juices and cold beverages, editor Glenn Baker managed to catch up with MD Stefan Lepionka.(profile)(Interview)
- Article from:
- NZ Business
- Article date:
- February 1, 2006
- Author:
CopyrightCOPYRIGHT 2006 Adrenalin Publishing Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Honestly, November was a full-on month for Charlie's.
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New Zealand's second largest brand supplier of chilled juice to supermarkets and number one supplier in the 'Not From Concentrate' (NFC) category was busy launching two new products--NFC 'Honest' Pressed Tomato Juice and 'Honest' Squeezed White Grapefruit Juice--as well as unveiling the country's first NFC Fruit Smoothy's.
At the same time the entire brand was given a make-over, with the focus on the word "honest". Sampling and TV adverts the main thrust of the marketing campaign (while visiting a supermarket over the holidays you may have been tempted with a free ...