SodaStream promises a refreshing new approach

The brand’s new positioning factors in elevated consumer expectations and environmental concerns.


Cineplex is digging itself out from the pandemic ashes

The entertainment brand is trying to bounce back as consumers return to cinematic and live experiences.


How brands can turn cultural moments into meaning

Want to make a social impact but worried about cancel culture? Our experts tell you how.


View from the C-Suite: Longo’s tackles food waste and rising costs

President and CEO Anthony Longo says a new app partnership is helping the company reach its sustainability goals.


Corner Office Shifts: Indigo flips the page

Plus, Coca-Cola has a new president of North America operating unit.


Why ‘Super Customers’ could be the future of marketing

Edelman’s Matt Collette examines a tactic that could drive relationship-focused strategies for years to come.


Cannabis retail: Shrinkage ahead

Why an industry that added 1,300 stores in the course of a year is ripe for consolidation.


Craft breweries deploy new tactics as inflation squeezes profits

Forced to absorb rising prices across all inputs, companies get creative to survive the challenging market.


Corner Office Shifts: Mercedes-Benz names new Canadian president and CEO

Plus, Mary Brown’s picks its CFO to lead Fat Bastard.


FanDuel on track to make betting more female friendly

From the C-Suite newsletter: The sportsbook is leaning on education and representation to bolster inclusivity.


View from the C-Suite: How MEC is evolving by revisiting its past

The outdoor brand is leaning on nostalgia to remind shoppers of their favourite gear.


CoCo carves out a new RTD category with coconut vodka and rum

Being first to market comes with its own set of challenges.

organic traditions

Organic Traditions’ modern twist on ancient ingredients

The superfood company launched three new products that meet demands for a healthier beverage.


View from the C-Suite: How A&W’s commitment to quality reaches beyond its menu

CEO Susan Senecal on what she’s learned after 30 years with the company.

Cannabis 2.0

Cannabis marketing: It’s all about the gatekeeper

In the second of a three-part series, strategy looks at approaches that can build brand awareness in the category.