Canadian Tire has its fair share of competitors. They need
to stay relevant to their market with constantly evolving advertising campaigns.
CT has managed to survive large US companies coming to Canada like Home Depot,
Wal-Mart, and now Target. With each new competitor, they needed to update their
advertising to meet new challenges and stay true to their roots.
There are many old Canadian Tire TV commercials that we all
remember, whether we loved or hated them. Some of the more memorable commercials
were the old Christmas spots with Scrooge that featured the slogan “Give like
Santa, Save like Scrooge”. One of the most memorable Canadian Tire commercials
was “The Bike Story”.
Another set of commercials that were not the most loved and
ran for 8 years featured a bearded man with an impeccable garage and his wife. Unfortunately
Canadians didn't take to this character and he has since been retired. In fact, I even found a forum entitled “EverybodyHates the Canadian Tire Guy”! He has now been replaced by a new character that
is more humorous and likable. In this commercial you can see one of CT’s many
new slogan’s – this one being “Canada’s Kitchen Store” which is meant to be a
direct competition with Target.
In 2011, CT brought out their new ad campaign featuring the
slogan “Bring it on” which refers to Canada’s seasons. It is said that it was
also a slogan around head office as the ad campaign was brought out soon after
Target announced it was coming to Canada.
Personally I like the new CT commercials, both the ones
featuring the “Bring it on” slogan and also the new Canadian Tire guy with
humour. I look forward to what CT comes up with next. Do you have a favorite CT commercial? Were you as annoyed as everyone else with "The Canadian Tire Guy"?
No comments:
Post a Comment