<P> The real success of the green story is the enormous controversy it caused," he says . "Within four weeks we had an 85% awareness level, and 27% of the people actually had bought the products ." After a minute of reflection he adds, "Controversy is a wonderful thing ." </P> <P> Loblaw president Richard Currie pointed out that following the introduction of the line that there was a flood of' green' products by other manufacturers to hit the market, apparently in response to the company initiative . A year after the launch, the number of G.R.E.E.N products had reached 100 with another 50 in the works, but product development eventually slowed . Nichol later lamented that it was so hard to find green products to bring to market . </P> <P> By 1990, the number of President's Choice products had reached 500 . Meantime, Dave Nichol's Insider's Report, which according to an A.C. Neilson survey was read by 59 percent of Ontario households, had become almost exclusively devoted to the promotion of President's Choice . The line now represented $1.5 billion in sales, or 20 percent of Loblaw's annual revenue . </P> <P> Nevertheless, Nichol continued to pursue product categories where he felt PC could make further inroads . The lucrative cola market was one such area in which President's Choice had experienced only limited success . In 1991, Nichol re-launched PC Cola, this time with a reformulated version of RC Cola, and sales jumped 71 percent . In Loblaw's pursuit of the national brands, PC Cola was re-packaged in red and white colours, similar to Coca - Cola . Years later, the 2004 launch of PC New Wave Cola featured blue and white packaging, along with a "Join the New Wave Generation" ad campaign "calling all Pepsi Cola Fans" to switch brands . Nichol also pursued new product lines under President's Choice . In November 1991, Too Good To Be True! was launched, made up of 50 healthy, low - fat products . Meanwhile, his "Dave Nichol's Barbecue Secrets" video on outdoor cooking with PC products sold some 55,000 copies . </P>

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