Campaign details
Brand: PremierBrand owner: Canadian TireEntrant company: Leo Burnett, TorontoMarket: CanadaSector: Home improvementMedia channels: Online display, Online video, Search marketing, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
Taking on the establishment
After years of low share, low awareness and stagnant sales, Premier, a paint brand owned by Canadian Tire (a 100-year-old retail company) decided to take on the entrenched category leaders by offering people a new and better way to paint, providing Canadian DIYers with a clear...