Tribute

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Staying priceless

MasterCard repositions itself as a tech leader as it prepares to celebrate its 50th birthday.

Editorial

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Some parting thoughts

Upon her departure after nearly eight years with strategy, editor Emily Wexler shares what she’s learned.

Upfront

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Grown-ups drink Nescafe

The coffee brand courts millennials with a campaign focused on the difficulties of “adulting.”

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Caplansky’s fast-casual evolution

The traditional Jewish deli is expanding with a new store concept.

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What can the can do?

Two established craft brands spruce up their designs to compete in the crowded market.

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Multicultural marketing by the numbers

Check out some of the key figures on Canada’s growing Chinese and South Asian populations.

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Hot causes

Brands are taking up bees, emojis and food waste to connect with socially-conscious consumers.

Creative

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Is stand-alone retail the next CPG frontier?

Why some brands are taking retail into their own hands, and how it could lead to the next chapter of in-store marketing.

Forum

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Lessons from a 1959 board game about Loblaws

It’s fun to reflect on the time the game was made, and how much (or, how little) the physical shopping experience has changed.

Back Page

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Back page: Marketing opportunities after marijuana is legalized

Rethink presents just a few ideas around what may be coming.

Features

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This watched pot will boil

We look at the marijuana industry’s high hopes for new regulations and how three producers are preparing their brands.

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Enter the retail ring

How high-end retailers, grocery chains and banks are bringing new strategies to the retail rumble.

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Putting shoppers in the lap of luxury

High-end retailers are upping their experience game to win loyalty among a discerning customer base.

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The omnichannel future of grocery

Digital grocery shopping faces a number of challenges. But the supermarkets are taking it on anyway.

For Strategy Magazine (6 of 6)

How the banks are branching out

Why Canada’s established players are capitalizing on the startup space to innovate.

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Meet the new brewmaster

Christine Jakovcic is leading a reinvestment in Molson Coors’ brands, launching new products and taking on the craft beer crowd.

Shopper Innovation Awards

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Shopper Innovation Awards winners revealed

Check out all of the best work that moved the judges most.

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Shopper Innovation Awards: SickKids offers the gift of perspective

The hospital foundation broke through the holiday clutter with “Better Tomorrows.”

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Shopper Innovation Awards: U by Kotex bites into a branded series

The brand’s vampire series, Carmilla, connected with female millennials.

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Shopper Innovation Awards: Leon’s gets Quebecers moving

The brand used innovative coupons to capitalize on the province’s Moving Day.

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Shopper Innovation Awards: Shock Top literally speaks for itself

The beer brand broke through with a fast-talking orange slice.

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Shopper Innovation Awards: Reviveaphone travels to Oz and saves a phone

The smartphone repair kit went to great lengths for its North American launch.

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Shopper Innovation Awards: Budweiser lights up (again)

The beer brand brought its Red Light campaign to pints and pitchers.

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Shopper Innovation Awards: Intel escapes to Mars inside Best Buy

The brand created an augmented reality game for its experiential zone inside the retailer.

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Shopper Innovation Awards: Natrel introduces a world of dairy

The brand partnered with a coffee chain to launch its Montreal milk bar.

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Shopper Innovation Awards: Uber gets seriously safe

The ride-sharing company made a custom breathalyzer that orders free lifts.

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Shopper Innovation Awards: Doritos tests Ketchup fans

The brand had chip lovers go to extremes to win the last bag.

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Shopper Innovation Awards: Corona brings summer early

The beer brand saw an opportunity for an early patio season with Cinco de Mayo.

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Shopper Innovation Awards: Nutella adds a little joy

The brand promoted life’s simple pleasures by subtracting carbs and adding a “spife.”

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Shopper Innovation Awards: Ontario government takes on ‘grey areas’

The sexual harassment ads targeted bystanders, calling on them to take action.

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Shopper Innovation Awards: Budweiser rocks out with Metallica

The brand produced a limited run of beer inspired by the iconic band for a Quebec City show.

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Shopper Innovation Awards: Walmart and Mattel’s virtual toy store

A pop-up in Pearson Airport made for convenient holiday shopping.

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Shopper Innovation Awards: Boston Pizza ups the loyalty ante

The restaurant brand’s MyBP app allowed for stronger relationships with customers.

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Shopper Innovation Awards: Tim Hortons’ new level of chill

The QSR cuts the caffeine to boost cold beverage sales.

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Shopper Innovation Awards: SC Johnson highlights messy moments

The home cleaning brands used a social campaign that reflected changing attitudes toward cleaning.

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Shopper Innovation Awards: BMO builds better saving strategies

The bank removed barriers to saving by promoting good habits.

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Shopper Innovation Awards: Scene spotlights the feeling of free

The Scotiabank Scene campaign showed movie buffs the card’s added value.

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Shopper Innovation Awards 2016 judges

Meet the panel behind the winning cases.

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