Canada a hundred and fifty Marketing Campaigns A Balancing Act Between Tasteful And Tacky

Boston Pizza has reimagined itself as "Canada Pizza." Kentucky Fried Hen has briefly rebranded as "Okay'ehFC." Ontario credit union Meridian is even providing a 15-month mounted mortgage at a celebratory 1.50 per cent fee. As Canada celebrates the sesquicentennial of Confederation, it seems each brand within the country is trying to seize a bit of history with a Canada 150-themed advertising marketing campaign.

There's "a mood, there's a local weather in Canada proper now, that makes this a really nice cultural moment," said Mary Chambers, chief technique officer at advertising company McCann. But such campaigns can be risky, marketing specialists say, with the potential for shopper backlash towards any message deemed inauthentic, exploitative, or simply plain tacky. This Canada Day is a transparent opportunity for what branding knowledgeable Ron Tite calls "simply-in-time" advertising and marketing.

But Tite cautioned marketers in opposition to simply hawking their wares in Canada 150 campaigns. The "Be Good" marketing campaign from Canadian style model Roots hit the mark, said Tite, because it linked the concept of niceness to Canadian identity with out overtly mentioning Roots clothes. Tite also praised the "Eat Together" campaign from Loblaw Corporations' President's Alternative model, which inspired Canadians of all completely different backgrounds to hitch one another for meals. Once you scream you are Canadian, you're actually not Canadian. I want to see a Molson Canadian particular bottle, because they've paid their dues.

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