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marketing

Mixed and Ready to Rock

Once Canadian Club posts started taking over my Facebook news feed, I got in touch with my friend Eric, an idea machine, to investigate whether his team in Liberty Village was behind it. Verdict: guilty as charged. A few DMs later, he offered to send me a kit filled with some blue summer essentials, and then I responded “Awesome!” That’s my word of the summer.

Since then, I’ve worn the aqua blue shades everywhere from Yorkdale to the doctor’s office and I love my Canadian Club t-shirt too. I couldn’t help but notice the shirt’s resemblance to old Western t-shirts. I suspect a nostalgic former Londoner influenced the design.

Canadian Club is offering a huge opportunity for emerging bands to enter their Mixed and Ready Cover Challenge contest. To enter, bands must submit a cover of 1 of 5 songs by a Canadian musician, such as The Arkells. The deadline to enter is August 27, but upload a video to Facebook soon so your friends can vote for your video! The winning band will receive $3,000 for transit to Toronto or new gear, as well as studio time to record, mix and master 3 songs.

Even if performing isn’t your thing, you’re eligible to win Ticketmaster gift cards just by voting, so nag your friends and any neighbours with instruments in their basement to participate! I’m on a mission to discover the next Jesse Labelle.

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Behind the Brand: Sears

It’s one thing to “Like” a retailer on Facebook and follow them on Twitter.

It’s quite another to learn about who promotes which clothes belong in your closet.

Name: Robin Vengroff

Position: Styling Sample Coordinator

Employer: Sears

Education: Fashion Communications, Ryerson University

Favourite blogs: Worn Fashion Journal, The Man Repeller, Jak and Jil, Garance Dore, Style Rookie, ModCloth, Refinery29

Favourite mobile app: The Collection – New York Times Fashion

Style icon: Iris Apfel, Jackie O, and my Grandmother

Professional role model: Grace Coddington (Creative Director of Vogue), Alexa White (of W) and ModCloth.com founder Susan Gregg Koger

In 140 characters or less, why can we be optimistic about the future of Sears?

Sears is focusing on gaining back the trust of its customers. It’s a matter of getting back to basics, and putting value and quality first.

What do you enjoy about working for a retailer, rather than a fashion designer or magazine?

Working for a retailer was a big to do on my fashion professional checklist for a number of reasons. I think that the experience I have had in working from both other perspectives was not really fully developed until coming into this environment. Seeing how initiatives get put into place in this kind of world is so different. I like this environment because it pertains to the realistic expectations of shoppers. Fashion magazines are about taking clothes and making them into a story to portray a theme for the season. And working for a boutique fashion designer was geared towards pleasing a very particular kind of customer and style. In this world of mass retail we also develop and market brands and a story or theme for the season, but the customer base is so much larger that I felt that it was extremely important to me in my career to understand that relationship as well.

Sears in particular was enticing for me to work for because it presented a lot of opportunity for growth within company. As a company Sears is very nurturing of its own talent – there are programs in place like the Future Leaders Program for Buyers that trains and develops the skills of employees.

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Sprite Makes a Splash

At the Cannes Lion Festival of Creativity 2012, Ogilvy and Mather won gold prize for Sprite Shower, which was executed by their Brasil team. To see it in action, [2025 Update: Originally linked to Cannes Lions entry].

After offering 1,500 showers to consumers donning speedos and bikinis, the refreshing branded experience for beachgoers was followed up elsewhere. Next, Sprite held a similar concept in Tel Aviv with human-sized showers resembling dispensing machines.

Refusing to take the tagline “Refresh Your Ideas” for granted, Sprite strikes again this week with engaging street art created with teenage models in Prague. Emphasizing the brand’s message of authenticity, the new “Camouflage” campaign illustrates how Sprite tries to stop the cycle of blending in, as the teens break out of character after their first sip.

As everyone’s eager to identify themselves as unique and hip, Sprite’s latest campaigns propose that all it takes to stand out is a sip of their soft drink, which will help you beat the summer heat in the process.

Here’s a behind the scenes look at creating the Camouflage commercial:

[2025 Update: YouTube video no longer available.]

Women Who Should Be Famous

Songstress-turned-humanitarian Mandy Moore’s entrance onstage at The Carlu on Tuesday night was a walk to remember. Dressed as conservatively as her character Jamie Sullivan, Mandy was an excellent host for Dove’s first ever live-streamed event.

Dove could’ve easily called for a dress code of “girls in white dresses with blue satin sashes” because the featured guests donned Dove’s colour scheme, and anyone in a LBD stood out. Complete with hors d’oeuvres, photo walls and mocktinis, Dove and its agency partners hosted a classy event for a good cause.

I’ve supported Dove’s self-esteem project for many years. In fact, I got into an argument with a professor last semester after she screened the Evolution and Fotoshop videos, mainly because Ben Barry’s speeches about how the concept came to life turned me into a brand advocate. That class helped me identify a conflict between my MIT and Women’s Studies programs: in media classes, Dove’s campaign has been discussed (and praised) ad nauseum, whereas in the Women’s Studies culture jamming class, discussing the benefits of the campaign from a business perspective was not a priority whatsoever.

Speaking of school, the honoured women reflected on their high school years and shared what young girls can do to achieve their goals. Spoken word artist Toni Blackman made a great comparison between internal and external confidence. She was a homecoming queen who climbed the social ladder, yet lacked self esteem inside, despite what her prom photos imply. Her recommendation is to “write out a plan and put that plan to action with determination and absolute focus.” Likewise, Fahima Osman admitted to being a nerd growing up who decorated her bedroom with A+’s to remind her of what she needed to do for medical school entry. Fahima is now a general surgeon and Canada’s first Canadian-trained Somali physician at that.

Inspired by the statistic that second to Mom, 32% of Canadian girls cite celebrities as their top role models, Dove felt compelled to recognize admirable women working outside of Hollywood. During the presentation, scientist Arlene Blum modestly shared tales of climbing the world’s tallest mountains and David Suzuki’s daughter Severn described how she scrambled to prepare notes last minute for a speech to UN officials when she was merely 12 years old.

After Mandy Moore formally introduced the four women, Sharon MacLeod, vice-president of marketing, Dove Canada, led a Q&A session. Preteens barely old enough to have Facebook accounts quickly formed a line and articulately posed questions. Thankfully the girls never said the word “like,” and that confidence will definitely help them stand out as eloquent public speakers someday. What would truly be incredible is if the 4 featured role models spoke at upcoming Canadian graduation ceremonies.

Within just a few months, I shook Nicholas Sparks’ hand and sat a few rows away from Mandy Moore. When’s Shane West coming to Toronto? He’s cute…

Girls On Film

Below are a few of my favourite picks screened at the TIFF Bell Lightbox tonight for the Packaged Goods series, where aspiring filmmakers, tastemakers and moviegoers celebrated women’s talent in film.

HTC “One, Freefall”

Director: Sara Dunlop

Take your phone, get outdoors and go on an adventure. Bottom line: have fun.

Dove “Growing Up”

Director: Kathi Prosser

As a loyal advocate for Dove’s Self Esteem Fund, it’s great to see a female director furthering the brand’s vision to help girls with body image and bring an important issue to light. Girls are indeed “growing up” in a turbulent time with too much pressure on appearances and this spot thankfully continues the conversation.

“Skyscrapers” – OK Go

Director: Trish Sie

This music video could easily double as an ad for Joe Fresh or Benjamin Moore. Great colours. Great music. Great choreography.