Canadian Tire: Tested

Canadian Tire, the hardware and automotive retail company, used a new product designation to see off competition from newer market retailers in Canada.

Campaign details

Agency: TAXI Canada LTD.Advertiser: Canadian TireCategory: Building Brand Equity

Section I — Case Parameters

Business Results Period (Consecutive Months): June 2013 – CurrentStart of Advertising/Communication Effort: June 2013Base Period as a Benchmark: 2010-13 brand Health; 2013 & subsequent YOY salesGeographic Area: National, English and FrenchBudget for this effort: Over $5 million

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

Fighting a battle on one front is tough. Fighting it on two really shows what you're...

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