Lucy Saddleton

Contact Lucy by sending an email to lsaddleton@brunico.com

Articles by Lucy Saddleton
News

Beer promo taps into deep guy insight

Gift certificates have always been a popular choice for that awkward-to-buy-for relative. Now Labatt Breweries of Canada has made life even easier for the thoroughly lazy Christmas shopper by offering beer gift certificates online.

News

Niche first: The art of selling a new high-tech product category

Launching a new high-tech product category into a world already saturated with electronic gadgets can be daunting even for the savviest marketers.
However, no matter how jam-packed the market for multi-purpose devices seems to be, manufacturers continue to delve further into technology convergence, producing more advanced products at more competitive prices, thus creating a constant need to re-educate the consumer about what’s on offer.

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Tis the season for more focus on giving

As we enter peak fundraising season, almost every major retailer is advertising some kind of charitable event or donation incentive to lure the good-spirited consumer. This year, retailers are trying harder than ever to fight the tight economy and do well by doing good.

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Corporations up cause-related activity

The season of goodwill is upon us. Anxious marketers are looking for new ways to help consumers feel good about spending again in these times of war and economic decline. Contrary to fears that the weakening economy would deal a blow to charities dependent on donations this Christmas, a growing consumer desire to give something back to the community has led to a recent splurge of cause-related marketing campaigns.

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Movers & Shakers

Clients:
Tourism Sun Peaks has appointed Vince Accardi as director of marketing and media relations. He relocates from Gotta Travel Tours in Toronto to the Kamloops, B.C.-based company.

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Charity site broadens its focus

LAST YEAR’S HEADLINE: Charity.ca aims to change the way people give

News

Energizer taps power of supernatural to brand e2

‘Batteries not included.’ This all too familiar phrase will lead to a huge surge of battery purchases to accompany toys and electronic devices given this Christmas. In fact, the battery industry in Canada does 40% of its business between September and December according to Energizer Canada, so the festive season is the perfect time for the manufacturer to launch a national campaign for its e2 premium product.

News

Cause-related marketing on the rise

The season of goodwill is upon us. Anxious marketers are looking for new ways to help consumers feel good about spending again in these times of war and economic decline. Contrary to fears that the weakening economy would deal a blow to charities dependent on donations this Christmas, a growing consumer desire to give something back to the community has led to a recent splurge of cause-related marketing campaigns.

News

University of opportunity

If you’re a marketer looking for a large group of impressionable young people eager to spend their money, then look no further than a university or college campus.

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Cosmetics delve deeper into pharma realm

Cosmetic marketing used to be about signing deals with supermodels and plotting the most alluring packaging, colors and names for your product lines. Now it’s becoming rocket science.

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Movers & Shakers

Clients:
Longtime advertising veteran and award winner, Jerry Goodis, has joined the marketing team at Vigil Health Management in Victoria, B.C, a care planning system for sufferers of Alzheimer’s. Goodis will provide leadership to develop Vigil’s marketing strategy.

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Authors bring Olympic stories to cereal boxes

General Mills Canada is upgrading breakfast-table reading to a literary level with the launch of its latest all-Canadian cereal-box promotion.
The cereal manufacturer has teamed up with Canadian book publishing companies to offer some unusual breakfast-time reading.

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Console wars power up for the holidays

Possibly the hottest property on the shelves this Christmas, gaming consoles are already battling it out to be the number one stocking-filler. Sony Computer Entertainment is fighting to maintain its stronghold on the console market with its top-selling PlayStation and successor, PS2, in the face of launches by two formidable rivals. Software giant Microsoft launched its long-awaited Xbox in Canada and the U.S. on Nov. 15, while Nintendo’s GameCube was quick to follow three days later.

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Guys will be guys the world over, says Canadian Club

No matter what country you live in, what language you speak or what culture and religion you embrace, there are some things that are the same the world over.
At least, that’s the view of Corby Distilleries’ new TV ad campaign, which aims to build the universal guy appeal of its Canadian Club rye whiskey.

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Kid nets team with powerhouse youth brands

You only have to switch on the TV or look on the back of a food packet to be bombarded with online, phone-in or mail-in contests for kids.
Hooking up with a familiar brand is pretty much the only hope for a newcomer trying to quickly build an audience from scratch, so Treehouse TV has teamed up with mom-and-tot fave Lego to attract young viewers to its new show, Bob the Builder.