Subject Index
 

The white bread category had been eroding for years as consumers turned to healthier bread options. This had devastating effects on the white bread category, and on Wonder bread in particular. In an e ...

WestJet was founded in 1996, and a decade later was the most profitable airline in North America. As a brand, it focuses on business efficiency, employee satisfaction, and providing a superior custome ...

When VEX was first launched in 1999, its mission was to surpass Mike's Hard Lemonade (the established category leader) with a unique formula: bold packaging, flavour innovation, a six-pack format and ...

TD Canada Trust is one of Canada's 'Big 5' banks, and has traditionally had a differentiated brand position, as well as a strong advertising history. When TD Bank and Canada Trust merged into the new ...

With a large number of well-known, well-funded competing tourism destinations, and confronted by real and perceptual barriers of distance, time and cost, the region of Newfoundland and Labrador faced ...

The Lexus brand was launched in Canada in 1990 into an extremely competitive market, with a number if major players. Its advertising had successfully focused on building its credentials for quality an ...

Lexus was only the fifth strongest player in the Canadian luxury car market (behind BMW, Mercedes, Volvo, and Acura), and while its flagship Lexus LS was perceived to be a high-quality car, it was als ...

La Parisienne had a strong reputation in Quebec as a bleach brand, and introduced a new liquid detergent extension in the region in 1998. Despite the fact it was in a growing market, however, quantita ...

Specialty cheeses have long prospered in Quebec, based on the strength of their French heritage. However, while some consumers knew that there were local products of superior quality available, only a ...

The Canadian beverage sector has witnessed a number of innovations and product launches in recent years, varying across waters, juices and sports beverages. While chocolate milk has a strong nutrient ...

Research has shown that as many as two-thirds of Canadians have concerns with their digestion, with women aged 30 and over one of the key segments of the population suffering with these problems. Dano ...

Capital G, an independent retail bank in Bermuda, wanted to launch a new online banking service and increase public awareness of its services in the face of significant competition in the financial se ...

In January 2002, Coors Light was the number one light beer, but its appeal was mostly limited to older drinkers and women, so its overall growth potential was limited. Coors needed to cross the divide ...

In 2000, Honda Quebec faced growing competition from both foreign and domestic rivals that offered improved durability, reliability and quality, while its best-selling model had also just been removed ...

Benylin had long been holding a 12% dollar share in the cough/cold/flu/sinus category, but there were signs that the long-running 'Doctor Recommended' campaign was starting to soften. Action was neede ...

Milk has historically been plagued by declining consumption across much of Canada, with consumption rapidly declining after children reach the age of nine. Prairie sought to target teens and tweens wi ...

Research shows that Canadians are very concerned about environmental issues, but that many also saw the WWF as a distant second to Greenpeace with regards to relevance in this area. As such, by 2004, ...

The premium travel rewards credit card category is extremely competitive, with relevant offerings from all the major banks in Canada. Many schemes are linked to major airline programmes, but are also ...

Gay Lea Spreadable Butter launched in Ontario in 2005 with ONLY limited success. As such, alongside launching in the west of Canada, Gay Lea sought to relaunch the brand in Ontario itself. There were ...

As the result of the end of an agreement with Kimberly-Clark, ScotTowels had to surrender its name, and thus also place its market-leading position in Quebec under threat. The brand was also coming un ...

Following the end of an agreement with Kimberly-Clark, the ScotTowels brand had to change its name to SpongeTowels. As well as a change in name, SpongeTowels also had to find a position that would imp ...

As the used car market increasingly moved online, Auto Trader faced a challenge to attract buyers to its website and to increase sale postings. Because of the brand's countrywide reach, communications ...

The SickKids Foundation wanted to raise $79 million in 2007 (beating the previous year's record of $70 million), at a time when charitable fundraising had never been more competitive. It also carried ...

Cottonelle was the national market leader in its category, despite the fact it was only sold in Ontario. Following the end of an agreement with Kimberly-Clark, the brand's owner, Kruger Products, had ...

This case study details a decade-long campaign by TELUS and Clearnet which sought to build a brand based on the consistent appeal to higher-value customers. The strategy was originally devised by Clea ...

In 2002, Diet Pepsi won the Cassies Grand Prix for its 1998-2001 'Forever Young' campaign. In an effort to continue its share gains, it sought to evolve the campaign, which remained popular with consu ...

Energy drinks posted sales of about $2 million a year in Quebec, with figures growing steadily, but while there was a dominant market leader, there was no clear number two. At the same time, the Énerg ...

Sales of Brita's water filtration system were at a standstill, at least partly due to the popularity of bottled water and in-line systems. In response, Brita decided to focus all its resources on the ...

Reversa, a product designed to reverse the effects of skin's photo-aging, had mainly been promoted to cosmeticians and dermatologists. The brand was dwarfed by its competitors, though the women who kn ...

After six years of rising numbers of road accidents in Quebec, and with the estimated cost of unsafe behaviour on the province's roads reaching some $4 billion a year, the government decreed 2007 as R ...