Youth

Mastermind-Toys

2022 Brand of the Year: Mastermind Toys ups its game

How the toy and children’s book retailer strengthened its digital, cultural and marketing strategies.

Stefana Prodea

View from the C-Suite: SakeBomb is getting ‘more cans in hands’

The female-forward RTD company benefits from its founder’s past business pursuits.

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Mastermind Toys launches its own private label

The retailer is extending its brand identity into its own toys, coinciding with a new catalogue positioning it as the “cool school supplier.”

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Unilever unveils tighter youth marketing policies

The company will not advertise food and beverages to children under 16, including through influencer content.

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Quebec’s Ministry of Labour is using Twitch to boost skilled trades

A series of live streams used relevant video games to get young people to consider fields like IT and engineering.

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George Brown hopes Toronto is as big a draw for students as its programs

To reverse enrollment trends, the college doubled its ad spend and enlisted No Fixed Address as its AOR to create a message about “real world learning.”

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U of T launches new platform for the first time in a decade

Launching today, the new creative approach shows why the institution is needed now more than ever.

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2021 Brand of the Year: The MCHF’s rebel mindset

How the children’s hospital has overcome barriers charities have faced by embracing its bratty side.

Girl-Guides

Girl Guides gives campfire tunes the School of Rock treatment

Songs like “Down by the Bay” get a girl-power reboot heading into registration season.

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Moms more concerned about prices than safety in back-to-school shopping

A survey also finds ecomm habits developed during COVID are tough to break.

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Are brands ready for a gender-fluid future?

As gender continues to evolve, strategy looks at who is evolving with it, from targeting to advertising to retail experiences.

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Coca-Cola’s specialty sodas pop up outside the pop aisle

The beverage behemoth is intentionally ‘hiding’ its new craft, glass bottle offerings ‘in plain sight.’

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The scoop on Baskin-Robbins’ deal with Netflix

The chain teamed up with the streaming service to turn its store into a Scoops Ahoy ice cream parlour from Stranger Things.

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Brands court the modern man

How companies that once contributed to images of toxic masculinity are trying to be part of the solution.

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O, Molson Canadian, our true and patriot beer!

A look at how the patriotic brand has fought to win brand love over the last 60 years and what it hopes will be its next one-two punch.