Health & Beauty

News

howdoesthiscampaignmeasureup.ca

It’s hard to stand out in the cluttered diet category, but Slim-Fast Optima has managed to do so. The Toronto-based Unilever brand launched a campaign in mid-June, featuring cheeky URLs to drive traffic to the Slim-Fast Web site. Within the first three weeks traffic had increased by 263%.

News

Design

For years, private-label designs in North America had been rather blah. Every SKU

News

Offer

Vive l’Europe. Five-week vacations aside, the continent has also managed to figure things out on the cellphone front. Some reports suggest penetration will reach 100% by 2007. Perhaps part of the explanation lies in their sweet airtime and pre-paid plans, something Karim Salabi, Fido’s VP marketing, noticed while in Ireland a couple of years back and actually mirrored in Canada last June.

News

Profile: Procter & Gamble

Boys explained. Yes, please!

News

Where there’s smoke there’s Nancy Hoddinott

An affable Newfoundlander with a ready laugh, Nancy Hoddinott is an unlikely provocateur. But since the launch of the unorthodox ‘Great Reasons to Smoke’ campaign, which she championed as head of Nova Scotia’s Office of Health Promotions a little over two years ago, the 37-year-old has managed to turn social marketing on its head and succeed in something that many have struggled to do: actually make kids listen. But as you would expect from a Newfoundlander, she’s wholly modest about it.

News

Brilliant! Innovative package designs

Forget about what’s on the inside – it’s the packaging that counts. Here are a few outer accoutrements that caught both our eyes and yours.

News

Extreme Makeover

Little did the folks at Sisu know when they embarked on a plan to rebrand, repackage and remarket their line of vitamins that they’d make a conservative brand kind of cool.

News

Robertson to the Rescue!

Lurking in all of us is a soft spot for superheroes and the underdog. So when a geeky, fortysomething man sporting a big, green bottle costume and a venturesome personality suddenly appears on the TV screen, honestly, what’s not to love?

News

Fall spend forecast

The perennial top spenders are government, automotive, and food, but lately entertainment, technology/telecom, and healthcare/pharmaceutical advertisers have joined the ranks. With multinationals like Procter & Gamble looking to redistribute media spending and cut back on TV, these newcomers will become more and more important to broadcasters as traditional categories finetune their media mix. Still, don’t look for new categories to jump into conventional this season. You will, however, see some trying specialty TV for the first time.

News

It’s a $270-million cutthroat battle: Can anyone catch category leader Gillette?

The razor giants are squaring off in an increasingly cutthroat war – a growing battle for Canada’s whiskers valued at $270 million. The question is: can Gillette maintain its edge?

News

Who will outwit, outlast and outplay?

It certainly isn’t a soft sell anymore. Undoubtedly, the erectile dysfunction marketing war has hit a new and fevered pitch.

News

New Blue Cross platform: forget death, can you afford to be sick?

New Blue Cross platform: forget death, can you afford to be sick?

News

A market for the taking?

With sales growing and consumer interest rising, Strategy’s experts say the right marketer could take the supplement field by storm

News

Lung Association campaign hits hard: ‘Is this how I die?’

When chronic obstructive pulmonary disease (COPD) hits, it hits hard, and that is the message Gilbert + Davis Communications, of Toronto, has adopted in its new campaign for The Lung Association.

News

Almost half of Canadians cutting carbs

One in five has purchased a carb-reduced product – likely to increase as more products hit the market