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Wuxly finds a creative way to talk about sustainability

As the competition becomes more eco-minded, the outwear brand aims to bring personality to its key differentiator.

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Nikon uses fine dining to showcase how good its lenses are

Focusing on intricate details is helping the brand enforce its premium status in a category that’s increasingly competing on price.

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Consumers are prioritizing thoughtful gifts over expensive ones

But Amex’s report finds Canadians are open to spending more for the right gift.

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The illusion of preparedness in crisis communications

Josh Cobden, EVP at Proof Strategies, dives into differing perceptions between the public and business leaders.

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Nez hopes to resonate with a different approach to deodorant

The DTC brand wants consumers to change up their scents for different situations in their day-to-day lives.

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KFC goes all in on gravy

The QSR has tapped hip hop star Yung Gravy as part of a festive celebration for its signature sauce.

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Dentsu appoints Dimitra Georgakis to lead in Quebec

The previous managing director of DenstuMB broadens her scope across creative, media and data teams.

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Couche-Tard’s same store revenue drops in Canada

However, this belies strong overall Q2 numbers for the Quebec-based convenience giant.

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Rexall adds Instacart to its ecommerce mix

The new offering allows the company to trade on the strength of its brand in a growing retail space.

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‘Clinically proven’ is a very attractive product claim

An FMCG Gurus report reveals that consumers are taking a more proactive approach to wellness.

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Cadbury hopes its vegan bars take root in Canada

Made from almonds instead of milk, the CPG tasted success with the bar in the U.K.

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Arctic Gardens gets a localized brand overhaul

The makeover emphasizes the source of its frozen vegetables and differentiates it from competitors.

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Lactalis is looking to score big with soccer

From Shopper Marketing Report: The dairy brand’s campaign is marked by big, attention-grabbing displays.

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Raising the Roof creates streetwear to tackle youth homelessness

Though the topic is unpopular, a new campaign take cues from an industry that has sometimes exploited a growing issue in Canada.