Branding
Crave rebrands to reflect move into premium content
Bell Media’s SVOD service gets a new look, supported with a mass campaign, to signal its evolution into a premium offering.
Metro Toronto Convention Centre plays on city’s multi-faceted offering
The facility looks to leverage Toronto’s many dimensions in a bid to attract the interest of North American event planners.
Slashing through cultural trends
How Juniper Park\TBWA’s work with Simplii utilized a content and strategy unit that separates fads from marketing gold.
Digital AOY Gold: Rethink and the cultural zeitgeist
The 19-year-old has hit pay dirt by putting people before profits.
The New Establishment: Budweiser’s Telis Carayannakis takes centre stage
The senior brand manager for Budweiser at Labatt Breweries of Canada helped transform the Molson Amphitheatre into the Budweiser Stage.
The New Establishment: Aidan Shankman brings Tim’s to life in the grocery aisle
Tim Hortons’ 27-year-old senior manager of marketing operations was key to bringing the QSR brand to the grocery space.
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.
