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...