Branding
How New Balance became king of the rebrand
The athletic co’s Patrick Cassidy, global director of consumer marketing, on building off the Kawhi Leonard marketing fun.
Call for 2019 Brands of the Year now open
Strategy is accepting nominations for companies that have a marketing success story to tell.
CIBC puts the focus on ‘I’ during Pride
The bank makes a broader statement about diversity and inclusion by revisiting its identity during Pride celebrations.
Kruger introduces new Scotties brand mascot
A launch campaign featuring Scottie the dog aims to reinforce the top-selling tissue brand’s soft and strong positioning.
Van Houtte celebrates 100 years with foodie in-store promos
The Montreal-born brand is offering everything from recipe booklets to cooking classes as it celebrates a century in business.
Maison Riviera expands distribution of Vegan Delight
Non-dairy yogurt line now in 900 stores after the brand found it appeals to a wide range of health-conscious Canadians.
Looking beyond the Big Idea
Experts weigh in on how the agency search process is changing and what marketers want from their creative partners today.
How a Toronto tech hub fits into WW’s new mission
The rebranded wellness company’s VP of engineering on utilizing member data and meeting the needs of a new target.
Wine Rack invites Canadians to relax
The wine and cider retailer is expanding its summer campaign across 164 stores through the summer months.
Sleeman celebrates craftiness
The beer company has unveiled new creative and a revised brand positioning ahead of the suds-heavy summer season.
Walmart hits 25 years in Canada
There were skeptics when the chain first crossed the border, but it has held its own by stressing Canadian character and a customer-first mantra.
M&M’s commandeers a slogan from KFC
The Mars Wrigley brand couldn’t use its own iconic tagline to promote a new chocolate bar, so it borrowed another one.
The Marie Kondo Effect hits the Great White North
A flock of retailers from Asia have opened stores in Canada in a bid to cash in on the demand for minimalist aesthetics.
Timothy’s emphasizes the everyday in new brand identity
The Keurig coffee brand shifts from talking about how coffee is made to how it helps people get through their day.
Captain High Liner gets a makeover
High Liner Foods revamps its iconic mascot as part of a brand refresh timed with a brewing ‘renaissance’ in the freezer aisle.
