Subject Index
 

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 ...

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 ...

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 ...

Holiday Inn is a brand that draws its image from the simpler times when families loaded up the Chevy wagon and took summer vacations on the road. However, with the family leisure travel stagnating, Ho ...

This is the story of how a global brand, with historically strong Canadian sales and share, was losing momentum, only to be revitalized by a fresh Canadian approach to its strategy and advertising. Th ...

In the fall of 2003, the world of Quick Serve Restaurants (QSR) in Ontario was in chaos. McDonald’s, Wendy’s and Burger King were spending millions in media, behind deep discounts and new products. Me ...

Discount clothing stores usually follow the adage, “pile ‘em high and watch ‘em fly.” Promise quantity at low prices and people will flock to your doors. K&G Fashion Superstores is a US$2B discount fa ...

Retailers often think classical marketers overcomplicate advertising. If it works, they say, the cash register will ring. Immediately. This simplicity is refreshing, but daunting for an agency. Fortun ...

In the lead up to the Fall 2002 television season, Tthe Family Channel's audience and revenue growth had begun to flatten. Moreover, there was the impending launch of new digital services targeting ki ...

This case shows how Cottonelle turned its back on the clichés of bathroom tissue advertising, and grew market share in the face of intense competition — from P&G’s Charmin on the one hand, and Irving ...

This is the story of how an underdog built its share of the kid audience by 50% in just six months, passing Teletoon in #2 position, and closing in on YTV, the long-reigning #1. There were two issues. ...