Two of Canada’s most beloved cultural exports—Shania Twain and Clearly Canadian—are teaming up in a major new advertising campaign that marks the beverage brand’s first national promotion since 1991.
Clearly Canadian, the once-ubiquitous flavoured sparkling water brand founded in British Columbia in 1987, has released a high-energy new commercial starring the country-pop legend in an action-packed, tongue-in-cheek “treasure hunt.” The commercial sees Twain racing through the Canadian wilderness in pursuit of her prize: a bottle of Clearly Canadian. The brand, often described as Canada’s original ‘new age soda,’ is aiming to reassert itself in the modern beverage landscape with a message steeped in national pride and nostalgia.
“I have very clear memories of Clearly Canadian growing up here,” said Twain. “When the team reached out, I was so flattered and the idea was awesome!”
A Return to Advertising, Three Decades Later
The new campaign, developed in partnership with Ryan Reynolds’ creative agency Maximum Effort, was filmed on location in Canada with a natural backdrop of waterfalls and forests. The brand is emphasizing not just celebrity endorsement, but a reconnection with its roots: Canadian water, Canadian scenery, and Canadian stars.
“Getting to shoot this in the Canadian outdoors, fighting to do my own stunts (I think I can still tumble!), and sampling all the new flavours hardly felt like work,” said Twain. “Getting to be in my own adventure movie for the day was pretty great.”
The ad also features a new jingle and unmistakable Canadian humour, a hallmark of the Maximum Effort creative style. It’s a strategic move for a brand that, while dormant for several years, remains firmly embedded in the cultural memory of Canadian and American consumers who came of age in the 1990s.
A Brand Revived by Loyal Fans
Clearly Canadian’s resurgence is a direct result of fan demand. In 2013, a crowdfunding campaign helped raise enough support to pre-sell over 40,000 cases of the product. The outpouring of enthusiasm led to Clearly Canadian’s return to store shelves in 2017, with retail expansion following in both Canada and the U.S.
Since that time, the company has reported “market-leading” growth. Distribution has steadily expanded, and the brand is now once again a regular sight in major grocery and specialty retail chains across North America.
Yet despite broader availability, consumer demand frequently outpaces supply. One of the most common comments on Clearly Canadian’s social media posts remains: “Where can I find it?!”
Clearly Canadian Expands Product Line to Meet Demand
To meet evolving consumer preferences, Clearly Canadian has introduced new product formats and flavour options while staying true to its original formulation of pure Canadian spring water and natural ingredients.
The flagship Clearly Canadian Originals line—offered in nostalgic flavours like Wild Cherry, Mountain Blackberry, Orchard Peach, Summer Strawberry, and Country Raspberry—continues to be packaged in the brand’s signature recyclable glass bottles.
The brand has also diversified its offerings with Clearly Canadian Zero Sugar, sweetened with a Stevia blend, and Clearly Canadian Essence, an unsweetened sparkling water featuring light vegan flavour profiles.
In 2024, the company introduced recyclable aluminum cans, further extending its reach into grab-and-go and convenience formats. The move balances the brand’s sustainability commitments with retail growth, as both glass and aluminum packaging are made from 100% recycled materials.
From 90s Nostalgia to Modern Pop Culture Relevance
The Clearly Canadian brand was once a staple of 1990s pop culture, appearing in everything from corner stores to TV shows. It stood out not just for its vivid fruit flavours and colourful branding, but for offering a perceived “healthier” alternative to traditional sodas.
Today, that original identity resonates even more with millennial and Gen Z consumers who prioritize natural ingredients, clean labels, and sustainability. The company is leaning into that positioning while embracing a more contemporary marketing approach.
Twain’s participation in the campaign plays an important role in that strategy. With over 100 million records sold and multiple Grammy Awards, the Timmins, Ontario-born singer continues to captivate fans globally. Her own comeback, following a long hiatus due to illness, mirrors the revival story of Clearly Canadian itself—a beloved Canadian original, returning stronger than ever.
Maximum Effort, Maximum Impact
Partnering with Ryan Reynolds’ Maximum Effort was a deliberate choice for Clearly Canadian. The agency, known for its irreverent and distinctly Canadian storytelling, brought a level of creative flair and cultural resonance to the campaign that aligns with the brand’s ambitions.
The ad’s tone—a blend of humour, action, and nostalgia—positions Clearly Canadian as both a legacy product and a lifestyle choice. With a soundtrack designed to stick and visuals that pay homage to Canadian wilderness, the campaign brings the brand’s story full circle.
Canadian-Made, Globally Loved
Though the company’s roots are firmly planted in British Columbia, Clearly Canadian’s appeal is decidedly international. At its peak in the 1990s, the brand was exported across Europe and Japan. Its return has reignited cross-border interest, particularly in the United States where Canadians living abroad and retro beverage fans have eagerly welcomed it back.
Today, Clearly Canadian positions itself as more than a drink—it’s a cultural product, emblematic of Canadian purity, quality, and global relevance. With a product made from spring water sourced across Canada and packaged in environmentally responsible materials, the brand is speaking directly to a new generation of values-driven consumers.
Looking Ahead
Clearly Canadian’s return to the spotlight isn’t a one-off. The company has signalled that this campaign marks the beginning of a broader push, with new innovations and marketing initiatives planned in the months ahead.
“We’re proud to be back on shelves and grateful to the fans who never stopped asking for it,” the company said in a statement. “Clearly Canadian is more than just a beverage—it’s a piece of Canadian cultural heritage.”
For Shania Twain, the partnership represents a chance to champion something close to home. For Clearly Canadian, it’s a bold step forward—and proof that even after three decades, the brand is still the one.
