Branding
Betadine tackles sore throats by gargling
The antiseptic brand is promoting two new products by focusing on catching cold and flu symptoms early.
Conagra Canada promotes protein-based snacks
How the company entered gas and convenience for the first time to sell Slim Jim, Duke’s and Bigs.
Why brands are creating arts-driven experiences
Consultancy MassivArt’s CEO explains why more marketers (in Toronto especially) are activating their brands through art.
Brewing up emotion still king for ex-Tim’s CMO
Telling moving brand stories is as relevant today as it was in the ’90s, say Upstream’s Bill Moir and Paul Wales.
Show your brave face
Editor Jennifer Horn explains why it doesn’t hurt brands to be bold.
2018 Brands of the Year: RBC banks on the next generation
Canada’s largest bank has been deepening its CSR, innovation and community ties.
2018 Brands of the Year: Growing Greenhouse
The Toronto-based ‘functional beverage’ brand started small and is now set to sprout up across Canada and beyond.
2018 Brands of the Year: IKEA comes full circle
The retailer is taking a more purpose-led approach with its marketing to better reflect its core sustainability model.
How Dosist is marketing a brand not available in Canada
The company is promoting its vaporizer pens with a wellness-driven campaign.
2018 Brands of the Year: Chevrolet drives the Canadian Dream
The brand’s masterbrand approach is one rarely seen in automotive marketing today.
Enter the Parka Wars
Here’s how three Canadian companies are targeting tribes to build global brand cred.
Extreme Pita ramps up flavour
The pita chain places greater emphasis on taste in a new campaign and branding strategy that includes in-store activations.
Transforming Weight Watchers in Canada
President Kevin O’Brien explains how WW’s new branding falls within local wellness trends.
Iceberg Vodka gets a new look
The Canadian-owned and made vodka brand plays up its roots to stand out in a crowded market.
Simplii Financial launches first-ever campaign
The online-only bank worked with Juniper Park/TBWA to build the brand from the ground up.
