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NORSKE CANADA

Norske Canada is one of British Columbia's top five companies and the number three player in newsprint in North America, yet in the summer of 2002 only 12% of British Columbians recognized the name. Who could blame them? Over the past 20 years the firm had operated under a variety of names including British Columbia Forest Products, MacMillan Bloedel, Crown Zellerbach, Fletcher Challenge, Norske Skog and finally Norske Canada. Many respondents figured it was a logging company. In fact, the company had long ago abandoned its lumber operations, and now focused exclusively on producing paper. A series of full-page ads focused on Norske's main product - newsprint, using the medium they were printed on. A simple line of type precedes the Norske logo in red, reading: "Norske Canada. The world prints on us."

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