Branding

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Betadine tackles sore throats by gargling

The antiseptic brand is promoting two new products by focusing on catching cold and flu symptoms early.

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Conagra Canada promotes protein-based snacks

How the company entered gas and convenience for the first time to sell Slim Jim, Duke’s and Bigs.

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Why brands are creating arts-driven experiences

Consultancy MassivArt’s CEO explains why more marketers (in Toronto especially) are activating their brands through art.

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Brewing up emotion still king for ex-Tim’s CMO

Telling moving brand stories is as relevant today as it was in the ’90s, say Upstream’s Bill Moir and Paul Wales.

Kaep

Show your brave face

Editor Jennifer Horn explains why it doesn’t hurt brands to be bold.

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2018 Brands of the Year: RBC banks on the next generation

Canada’s largest bank has been deepening its CSR, innovation and community ties.

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2018 Brands of the Year: Growing Greenhouse

The Toronto-based ‘functional beverage’ brand started small and is now set to sprout up across Canada and beyond.

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2018 Brands of the Year: IKEA comes full circle

The retailer is taking a more purpose-led approach with its marketing to better reflect its core sustainability model.

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How Dosist is marketing a brand not available in Canada

The company is promoting its vaporizer pens with a wellness-driven campaign.

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2018 Brands of the Year: Chevrolet drives the Canadian Dream

The brand’s masterbrand approach is one rarely seen in automotive marketing today.

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Enter the Parka Wars

Here’s how three Canadian companies are targeting tribes to build global brand cred.

Extreme Pita

Extreme Pita ramps up flavour

The pita chain places greater emphasis on taste in a new campaign and branding strategy that includes in-store activations.

Kevin O'Brien

Transforming Weight Watchers in Canada

President Kevin O’Brien explains how WW’s new branding falls within local wellness trends.

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Iceberg Vodka gets a new look

The Canadian-owned and made vodka brand plays up its roots to stand out in a crowded market.

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Simplii Financial launches first-ever campaign

The online-only bank worked with Juniper Park/TBWA to build the brand from the ground up.