Walmart Canada is making changes. After researching 3,000 Canadians last fall, the retailer expanded their target demo – previously characterized by ‘Linda,’ a middle-income mom – to include three main groups: price-value shoppers with lower incomes; brand aspirationals, for whom national brands are important; and price-sensitive affluent, who have a higher income but like to save money. ‘What unites them is they’re still value-driven,’ explains Jeff Lobb, VP marketing, Walmart Canada.

To appeal to their newly-defined shoppers, Walmart Canada adopted the new logo and tagline introduced in the U.S. market last year. Gone is the militaristic star between ‘Wal’ and ‘Mart’ – the retailer is going by one cohesive name with a softer look and the tagline: ‘Save money. Live better.’

New Canadian TV ads created by JWT Canada, as well as print and online debut the message. ‘We provide examples of what consumers could do with their savings,’ Lobb says.

Lobb adds that the brand aspirational group over-indexed in terms of internet use, so they’ll be revamping Walmart.ca.

And ‘Save money’ certainly addresses the economic climate. ‘I think more than ever it’s our time to shine,’ says Lobb.