Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
TESTED for Life in Canada
To stake its claim in the Canadian retail landscape, we developed a platform that has broken-through the clutter, helped demonstrate quality, restore trust, and reinforce Canadian Tire’s unique and ownable place in retail. It has delivered six years of improved brand health and sustained sales growth. But more than just an advertising idea, TESTED has become a core brand asset, and has helped transform Canadian Tire’s core business strategy.
Brand: Canadian Tire
Client: Canadian Tire Retail
Bud Gold Campaign-Let It Shine
This case demonstrates how an incredible amount of pressure produced a bigger, brighter idea that changed Budweiser’s brand long-term. Hockey is Canada’s biggest drinking occasion, and when Budweiser was faced with the loss of the NHL sponsorship to its rival, we had to change the game. We chose to think like a fan and uncovered an idea that would change the way Canadians experience hockey. Budweiser created the first goal-synched light, the Budweiser Red Light. The light has manifested in many forms, all catapulting Budweiser to #1 share.
Better Ingredients Brand Platform
This case describes how A&W repositioned a brand built around a nostalgic connection with Baby-Boomers, to the first fast food restaurant people feel good about eating at. This ignited the most phenomenal phase of growth in the company’s history, driven by a growing millennial segment. We will demonstrate how commitment to a consistent brand strategy changed perceptions of the brand and drove five years of same-store sales growth.