Canadian Tire: Team Photo Project (short term)

This case study demonstrates how Canadian Tire, the retailer, rebuilt its connection with Canadians through its ice hockey sponsorships.

Canadian Tire: Team Photo Project (short term)

cleansheet communications

Situation analysis

Overall assessment

Iconic Canadian brand under pressure

Canadian Tire had increasing competitive pressure from both international (Walmart & Target) and Canadian retailers (Loblaws and Shoppers Drug Mart) pushing into their market segments, and strengthening online retailers. On a rational level, many promised similar product assortments and pricing. Canadian Tire needed to reignite this country's emotional connection with their iconic brand. Since none of their competitors was as deeply rooted in Canadian life and community as Canadian Tire, a sponsorship of the World Juniors Hockey Tournament and Hockey Canada/Canadian Olympic...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands