CPG

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Heinz turns consumer drawings into new bottle designs

A new campaign enforces the strength of the condiment brand by showing that when most people think of ketchup, they think of Heinz.

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P&G’s focus on performance continues to drive growth

The CPG reiterated the role brand investment and product “superiority” would have in driving consumer choice and pricing.

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Lay’s hopes its new look pops on shelf

PepsiCo has changed the logo and packaging for the first time in 13 years, with a focus on flavour and home grown ingredients.

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BioSteel looks to ball with Circle K

The official sports drink of the Raptors is tapping a popular convenience chain with its new shopper program.

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McCormick promotes buying local with crowdsourced art

Olympic figure skater Scott Moir joins the French’s and Club House brand to help celebrate the company’s Canadian roots.

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Kruger brings its messy, human message to its multicultural strategy

The CPG adapts “Unapologetically Human” into three languages with new edits and original music.

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Which brands held consumer trust during the pandemic?

The annual survey from Reader’s Digest and Ipsos shows how much more critical trust has become.

Everist

How Everist is staying at the peak of beauty trends

Founded by former marketers at big beauty companies, the new brand meets growing demand for zero-waste, waterless products.

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Calling products “sharing size” may not have the intended effect

New research suggests large formats warp consumer perception of what they eat.

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Cadbury Dairy Milk refresh is cuckoo for cocoa stuff

The new look includes a redrawn wordmark, iconography and typography to reinforce the feel-good product story.

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Rubicon Exotic sees green in coconut water

The exotic fruit specialist hopes a big shopper presence for a new organic drink will help it stand out in a mainstreamed category.

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Circle K wants you to be lucky this holiday

The convenience chain taps into a near-universal insight to keep people engaged with a brand that is still young.

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Strategy’s 2020 Nice List

Our team picks some campaigns and initiatives that are worthy of a little extra recognition.

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Lactalis buys Agropur’s Canadian yogurt business

The deal will add the Iogo and Olympic brands to a portfolio that has been deemed an area of growth for the company.

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Strategy’s most-read of 2020: Shopper Marketing Report

The year’s most eye-catching stories included No Frills’ gammified flyer and answers to all the questions about shopping in a pandemic.