Reitmans: Really
Agency: Tank
Case overview
Reitmans Really: Giving New Life to an Old Brand Reitmans presented us with the ultimate marketing challenge: Take a 90-year-old, well-entrenched, respected brand and reposition it to appeal to a younger target, without alienating the moms and grandmothers who shop there. Challenge accepted.
With a footprint of over 300 stores, virtually every Canadian woman knows the brand. The company's heritage was beginning to work against it, as Reitmans was widely regarded to be for a mature, conservative clientele.
In order to rejuvenate the company's aging client base and reputation, we proposed to confront...