Branding

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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.

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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.

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Slashing through cultural trends

How Juniper Park\TBWA’s work with Simplii utilized a content and strategy unit that separates fads from marketing gold.

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Digital AOY Gold: Rethink and the cultural zeitgeist

The 19-year-old has hit pay dirt by putting people before profits.

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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.

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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.

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Betadine tackles sore throats by gargling

The antiseptic brand is promoting two new products by focusing on catching cold and flu symptoms early.

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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.

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Why brands are creating arts-driven experiences

Consultancy MassivArt’s CEO explains why more marketers (in Toronto especially) are activating their brands through art.

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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.

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Show your brave face

Editor Jennifer Horn explains why it doesn’t hurt brands to be bold.

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2018 Brands of the Year: RBC banks on the next generation

Canada’s largest bank has been deepening its CSR, innovation and community ties.

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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.

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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.

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How Dosist is marketing a brand not available in Canada

The company is promoting its vaporizer pens with a wellness-driven campaign.