Pharma/Beauty

News

Brilliant! online communities

Want a thriving online community where consumers chat about you? Of course you do! Because it will not only foster consumer engagement with your brand, but also provide valuable feedback. Unfortunately, such communities don’t build themselves. We found two brands that have figured it out.

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The Yorke effect: Susan Yorke, marketing director, Swiss Herbal Remedies

After 15 years of launching and re-launching brands for CPG firms, Susan Yorke has developed a reputation as ‘the turn-around agent.’ Her next mission: Toronto-based vitamin manufacturer Swiss Herbal Remedies.

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Danger can lie in attacking stereotypes

Much has been written about Dove’s ‘Campaign for Real Beauty,’ and not surprisingly, since it has raised what I think is one of the biggest issues behind the ongoing decline of marketing in driving top- and bottom-line sales: the fact that the consumer now recognizes and rejects the stereotypes upon which modern-day advertising almost totally relies.

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Who are you?

Think big. Really big. Because viewing your brand as not just a bar of soap or a hunk of frozen meat – but rather as a solution for a greater consumer need – can lead to growth.

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Profile: Procter & Gamble

Boys explained. Yes, please!

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Dove: A clean slate

Two things: It’s not unusual for a packaged goods marketer to win an award for its marketing. It is unusual for this kind of marketer to win not only for being effective, but also for doing some of the coolest, most innovative work out of any category.

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Papa power

Just promoted from director of marketing to EVP, Lucy Papa will take Montreal cosmetics firm Canderm Pharma global.

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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?

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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.

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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

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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.

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The Ex-Lax equation

Putting a fresh, contemporary face on a mature brand is always a challenge but even more so when the brand happens to be Ex-Lax and the category a decidedly unsexy OTC sector: stimulant laxatives.

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Media Snapshot: Wrinkle-free teens

Every marketer knows that teens make up the fastest-growing group of cellphone users and Net surfers, but it’s more than a little surprising that this 12- to 17-year-old group is now honing an area once exlusively reserved for their older siblings and parents: esthetic services.

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Klimax: The anti-Viagra

Ads featuring scraped knees typically involve a six-year-old in need of band-aids. But in an effort for Vaudreuil, Que.-based Laboratories Mauves, the subject is an attractive redhead who is clearly suffering from a bad case of rug burn.

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Cherries dance for Fisherman’s Friend

Will dancing cherries be able to rejuvenate Fisherman’s Friend?