Pharma/Beauty

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L’Oreal Paris celebrates Voluminous with vloggers

The Canadian arm of the cosmetics co has launched a YouTube contest targeting influential video mavens in celebration of its flagship mascara’s 20th year.

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Nivea pops up for 100th anniversary

The global skincare brand celebrates a milestone with a Canadian contest, pop-up centre, national media and PR.

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Olay promises youth to bloggers

To prove that Olay Professional Pro-X delivers anti-aging results in 28 days, P&G Canada has chosen 28 women to blog about their experiences  – on and off the cream.

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Pfizer pays viral tribute to Canadian Paralympians

The pharmaceutical company, working with Toronto-based Zig, has created a viral video to raise funds for Canada’s Paralympic Team.

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Clearasil’s spotty campaign scores free media, global pickup interest

What’s a dalmatian without its spots?

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Rescue mission: In a race against time, Kruger’s Nancy Marcus managed to successfully rebrand five strong properties before losing trademark rights

It’s not everyday that a brand has to differentiate itself from itself. But that’s exactly the conundrum faced by Nancy Marcus, VP marketing at Scott Paper. When parent company, Montreal-based Kruger Products, bought Scott Paper from Dallas-based Kimberly-Clark in 1997, the agreement of sale only included use of the Scott Paper name and its associated brands like Cottonelle and ScotTowels until June 2007. So, while the company had scored some market-leading brands at the time, it faced the daunting task of being forced to rebrand within the next decade.

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Mr. Reach woos the ladies

He’s no Casanova, but Montreal-based Johnson & Johnson Canada is hoping a new advergame starring goofy spokes-cartoon ‘Mr. Reach’ will appeal to women 25-55. Early results are good: within a week of launching, ‘The Mouth of Mystery,’ built by Ottawa-based interactive agency Fuel Industries, had attracted 15,000 unique users. Participants earn a chance to win trips or instant prizes for each phase of the game they complete.

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Pick from abroad: Tchaikovsky on a bike

To cut through the nausea-inducing holiday clutter, San Francisco-based agency Goodby, Silverstein & Partners commissioned composer Flip Baber of Johnnyrandom Music Composition + Sound Design to craft something different for Specialized, a bike manufacturer. Specifically, they wanted him to record a holiday classic using only bike parts as instruments. Check out the unique results – Tchaikovsky’s Dance of the Sugar Plum Fairy, on a bike – in our Screening Room at www.strategymag.com/screeningroom.

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Watercooler: Asking Canadians which airline do you think gives the best brand experience?

WestJet: 52.54%

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The art of Adidas

Marketing to jaded urban hipsters is no easy task. So to generate pre-launch WOM for the December opening of its Originals store on Toronto’s trendy Queen Street West, Adidas Canada used the store’s construction scaffolding as an artist’s canvas, and commissioned local art collective Fighting to interpret what Adidas means to them.

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Pharmacy first: Katz hires ad/marketing veep

Cosmetics, cards…pharmacies? That’s been the recent career trajectory of Denise Darragh as she currently settles into the role of VP, marketing and advertising for Katz Group Canada, which owns over 1,800 pharmacies across the country, including Pharma Plus, Guardian, I.D.A, and Rexall. Darragh will oversee marketing and advertising for the Rexall family of pharmacies and for Katz’s flagship brand Rexall Pharma Plus.

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Threesomes are better

It’s being touted as the biggest brand launch in Unilever Canada history, a claim that’s not hard to believe.

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Inside P&G

For marketers wondering how long it would take for a gargantuan, old-fashioned firm to reinvent itself as a nimble marketing powerhouse – never mind whether it’s even possible – the answer is five years.

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International inspiration: Elexa’s Veronique Hamel

She’s an international woman of marketing.

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Sexual healing: Viagra’s Veronica Piacek

Let’s talk about sex.