Saturday, July 8, 2017

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Kentucky Fried Chicken temporarily rebranded its Canadian operations as "K But Tite cautioned marketers against simply hawking their wares in Canada 150 campaigns. "You have to put purpose before product and profit," he said. "So if you genuinely want to wish the country happy 150th, then do that, and don't worry about what the promotional message is." The "Be Nice" campaign from Canadian fashion brand Roots hit the mark, said Tite, because it linked the concept of niceness to Canadian identity without overtly mentioning Roots clothing. Tite also praised the "Eat Together" campaign from Loblaw Companies' President's Choice brand, which encouraged Canadians of all different backgrounds to join each other for meals. "It spoke to all the values of the country, it spoke to the diversity that we have here," said Tite. In contrast, Tite disliked Kentucky Fried Chicken's "K'ehFC" rebranding, and said it "put KFC forward, not Canada." But KFC's accompanying Canada Day video, produced by viral video outfit Brittlestar, brought back positive memories of Molson's famous "I Am Canadian" advertisement for Scott Stratton, president of Unmarketing. Stratton says it's "upsetting" that a non-Canadian company has such an effective ad.  "That should have been one of ours doing it, because that was smart," he said. The Canada 150 marketing campaign from Ontario credit union Meridian includes a 15-month mortgage at 1.50 per cent. (meridiancu.ca) But big national events like Canada 150 have the potential to "bring out the worst in marketers," Stratton said, sometimes leading to over-the-top jingoism that doesn't fit with his notion of what being Canadian is all about. "When you scream you're Canadian, you're actually not Canadian. That's half of our identity, is not being ridiculous about being Canadian." From condoms to caskets: merchandise marks Canada's 150th birthday Stratton said brands with long histories in Canada have the best opportunities to associate themselves with positive emotions surrounding Canada's sesquicentennial anniversary. "I want to see something at Roots for the anniversary, I want to see something at Tim Hortons, even though it's not a Canadian-owned company anymore," said Stratton. "I want to see a Molson Canadian special bottle, because they've paid their dues. I want to see Hudson's Bay Company do something for it, because they were open 150 years ago." If a brand's Canada 150 campaign is perceived as inauthentic, "then they will be ridiculed online, and there's a potential for consumer backlash," said Ela Veresiu, an assistant professor of marketing at the Schulich School of Business at York University. "And the backlash hits faster and harder, thanks to social media." Boston Pizza has changed its named to 'Canada Pizza' for Canada Day this year. (Solomon Israel/CBC News) Veresiu cited Tim Hortons' poutine doughnut — which is only being sold at the company's U.S.

For the original version including any supplementary images or video, visit http://www.cbc.ca/news/business/canada-150-marketing-branding-1.4184208

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