Bay rebrands with 'mega-labels'
Article Abstract:
The Bay is launching a major rebranding program that is targeted for the 35- to 55-year-old middle class boomers. Called 'Shopping is Good,' the repositioning includes a maor overhaul of the retailer's private label offerings, multimedia advertising campaign and increased focus on customer service. The Bay's private label brands, which have totaled more than 50, will be reduced to five or six mega-labels. The labels will include the ToGo and Mantles brands.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Sunlight takes on Tide
Article Abstract:
Unilever Canada will proceed with its "Go Ahead, Get Dirty" brand positioning in a new marketing campaign that targets its biggest competitor, Procter & Gamble. Unilever gave 1.5 million Sunlight Tabs to households loyal to Ultra Tide in early June and late July. The loyal Tide users were given boxes without a brand name containing Sunlight Tabs samples to ensure that the Tide users opened the boxes.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Comment about this article or add new information about this topic: