Experiential

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Bloom mattresses pop up at Walmart

The Sleep Country mattress-in-a-box brand made appearances inside two of the retailer’s stores in the lead-up to back-to-school.

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SheaMoisture encourages women of colour to ‘Be Your Beautiful’

The Unilever hair and skincare brand spoke to an underserved market with events in the lead-up to the Toronto Carribean Carnival.

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IKEA Canada changes approach to its catalogue

The retailer ends home delivery, making it available only online and in-store, adopting a strategy around multiple launches focused on experiential and loyalty.

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BMW brings M Festival to Canada

The automaker brings high-performance M series aficionados together as its builds its experiential side.

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In the aisles at Golf Town

CMO Fred Lecoq discusses the programs and partnerships that are meant to drive more women and youth to its stores.

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Estee Lauder celebrates the many #ShadesOfCanada

The inclusive campaign for the beauty brand’s make-up line is supported by in-store events at HBC, Shoppers and Sephora.

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The scoop on Baskin-Robbins’ deal with Netflix

The chain teamed up with the streaming service to turn its store into a Scoops Ahoy ice cream parlour from Stranger Things.

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Weed Wars: Cannabis brands get creative

Up Cannabis, Doja and Figr spark up buzzy marketing as they fight it out in a highly competitive category.

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Creativity comes to the fore

A growing number of below-the-line disciplines are being called upon to deliver big ideas.

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Retail as a community hub

The strategy behind investments Staples, MEC and Indigo have made to create more experiential stores.

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Miele spills the beans on how to cook with coffee

The high-end brand is hosting private dinners to show existing customers how to get the most out of their appliances.

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GoRVing brings a piece of the outdoors to convention centres

An experiential installation asks people to get their heads into the RV mindset, literally.

Gwyneth Paltrow Tries Out Flow Alkaline Spring Water's Latest Augmented Reality Grocery Experience at ExpoWest

Flow brings AR to the grocery aisle

The Canadian water brand has partnered with MemoMi to install its mirrors in stores as part of a sampling program.

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Behind Toys “R” Us and Mattel’s retail partnership

How the toy retailer and toy manufacturer have worked together to ring in Barbie’s 60th.

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Genesis Motors shifts marketing into high gear

The Hyundai-owned, digital-first luxury brand aims to drive more sales by talking about what sets its cars apart.