Canadian Tire: The maximum mural

This case study describes how Canadian Tire (CT) launched a new power tool in order to regain its position as the trusted destination for tools in Canada.

Canadian Tire: The maximum mural

DDB CanadaCanadian Tire

Situation analysis

Overall assessment

Canadian Tire has been part of Canada's fabric for over 90 years. During this time, they have grown their footprint across Canada with over 500 stores by understanding the needs of each local community and providing the right products and services for life in Canada.[1]

Canadian Tire has recently lost market share as a destination for power tools & accessories. To regain its position in 2014, the retailer decided to launch a new power tool and accessory brand named MAXIMUM with improved quality & dependability.

Resulting Business...

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