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Parka Brands Lure Millennials Into the Luxe Zone + Brands of the Year Bring Fresh Models to the Fore

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Parka Brands Lure Millennials Into the Luxe Zone + Brands of the Year Bring Fresh Models to the Fore PARKA BRANDS LURE MILLENNIALS INTO THE LUXE ZONE + BRANDS OF THE YEAR BRING FRESH MODELS TO THE FORE 2018 STRATEGY AWARDS WINNERS OCTOBER 2018 • $6.95 CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN CANADA USPS AFSM 100 Approved Polywrap CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN USPS AFSM 100 Approved A PUBLICATION OF BRUNICO COMMUNICATIONS LTD. OCTOBER 2018 • VOLUME 29, ISSUE 6 Canada Goose is talking to adventurous consumers through doc-style branded content, featuring a man who wore its parka on a solo trek across the Antarctic. 10 15 35 Hitting peak parka Brands of the Year 2018 Strategy Awards How Canada's biggest brands are luring From sustainable models to smart retail, Twenty-three brands are crowned at this millennials and stealing global share in the here's how five brands are evolving to meet year's show, awarding strategic excellence pricey parka wars. the consumer of the future. on Canada's stage. 4 Editorial In the face of consumers, be brave • 8 Upfronts A trio of snack brands take centre stage in C-stores, lessons on how to navigate an out-of-bounds market, plus marketer-mentors meet their match in a new mid-level career pivot program 54 Roundtable Execs discuss the value of leadership, and whether it's time for more media maven bravery 62 Back Page Doug&Partners' call to act on calls to act ON THE COVER: Winter is coming. But at least Canadians will look cool as the temperatures drop, thanks in large part to Canada's parka brands' successful repositioning of the functional (and now very fashionable) winter item. Illustrator Ryan Garcia shows the parka atop a literal pedestal because hip, young things want to get their hands PARKA on luxe down-feather fashion... no matter the price. Moose Knuckles, Canada Goose and Mackage have all upped BRANDS LURE MILLENNIALS INTO THE LUXE their marketing game in recent years, going after different slices of the pricey parka pie via sleek stores, edgy ad ZONE + BRANDS OF THE YEAR BRING FRESH campaigns, creative events and partnerships with online and IRL celebrities. Parkas are officially so cool they're hot. MODELS TO THE FORE 2018 STRATEGY AWARDS WINNERS OCTOBER 2018 • $6.95 CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN CANADA USPS AFSM 100 Approved Polywrap Approved 100 AFSM USPS CANADA IN PRINTED 40050265 NUMBER AGREEMENT POST CANADA A PUBLICATION OF BRUNICO COMMUNICATIONS LTD. October 2018 3 Show your brave face october 2018 volume 29, issue 6 strategyonline.ca arlier this month, nine words and a single headshot prompted a barrage of burning sneakers, store boycotts and calls for protests. E svp, publisher | mary maddever | [email protected] Over the days following the release of Nike’s “Just Do It” campaign, editor | jennifer horn | [email protected] featuring Colin Kaepernick, some thought-pieces questioned the brand’s art director | tim davin | [email protected] alignment with the former NFL quarterback as capitalism piggy-backing on associate publisher | lisa faktor | [email protected] activism. “To be sure, Nike is riding the zeitgeist of athlete activism, not creating special reports editor, copy chief | melissa dunne | [email protected] it,” wrote professors Ben Carrington and Jules Boykoff in The Guardian. news editor | josh kolm | [email protected] While that may be true, it’s also not really a surprise. The brand’s show of shopper marketing editor | deepa venkatesan | [email protected] support for a man at odds with the States’ systemic racial discrimination is reporter | bree rody-mantha | [email protected] simply Nike being, well, Nike. This is the same company that essentially gave the reporter | justin dallaire | [email protected] reporter | catherine phillips | [email protected] catsuit ban. And while it faces (what will be short-lived) contributor | megan haynes French Tennis Federationconsumer the middle backlash, finger in and a social a weak post trading after daySerena on WallWilliam’s marketing co-ordinator | natalya chernova | [email protected] Street, it will eventually reap the brand-building results of playing the long game. senior producer | morgen flury | [email protected] Nike has long made a name for itself as brave in event producer | aiman khan | [email protected] the face of social injustice, prejudice and inequality. CORPORATE By believing in that counterculture position – which president & ceo | russell goldstein | [email protected] appeals to millennials and Gen Z – Nike didn’t have to svp & editorial director | mary maddever | [email protected] vp & publisher, realscreen | claire macdonald | [email protected] apparel company long ago found its raison d’être and it’s rarelysacrifice steered everything off course. to build on its brand promise. The vp & publisher, kidscreen | jocelyn christie | [email protected] We see a commitment to being bold in Moose vp administration & finance | linda lovegrove | [email protected] Knuckles, one of the Canadian-born and global-growing production & distribution manager | andrew mahony | [email protected] brands featured in our cover story this month (see pg. customer support supervisor | christine mcnalley | [email protected] blood. While Moose Knuckles is building a rebellious how to reach us 10). Born out of the 2008 recession, defiance is in its Strategy, 366 Adelaide Street West, Suite 100, Toronto, Ontario, Canada M5V 1R9 brand for the “creative class,” Canada Goose has been Tel: (416) 408-2300 or 1-888-BRUNICO (1-888-278-6426) Fax: (416) 408-0870 www.strategyonline.ca harkens back to its Hollywood North roots), and Mackage has come up as the customer care steadfast in aligning itself with film buffs (which also To order a subscription, visit strategyonline.ca/subscribe. To make a change to an existing luxe parka for the sophisticated urban-dweller. subscription, please contact us by email: [email protected]. They’ve each carved out a niche for their brands, however Moose Knuckles has Tel: (416) 408-2448 Fax: (416) 408-0249. 8799 Highway 89, Alliston, ON L9R 1V1. been curiously avant-garde with its marketing, setting up alliances with a porn subscription rates STRATEGY is published seven times per year by Brunico Communications Ltd. In Canada: One year CA$80.00 Two years CA $144.00 While not for everyone, it's certainly a strategy that gets noticed, and has legs to (HST included. Registration #856051396 RT) site and getting itself in hot water with videos of fictional “separatist” groups. Single copy price in Canada is CA$6.95. Please allow four weeks for new subscriptions grow the brand beyond Canada’s borders. and address changes. On that note, boldness is not just reserved for the brands facing consumers. copyright and trademark It can, and should, be transferred to the leadership within those marketing STRATEGY and the tagline “Bold vision brand new ideas” are trademarks of Brunico Communications Ltd. All rights reserved. Nothing may be reproduced from STRATEGY in whole organizations. Where have all the brave media mavens that take a stand for the or in part without written permission. Reprint requests should be sent to industry’s plaguing issues gone? That’s one of the questions execs gathered to (at [email protected]. © 2018 Brunico Communications Ltd. postmaster notification Canadian Postmaster, send undeliverables and address changes to: Strategy, PO BOX 369, The insights and marketing strategies gleaned from this year’s crop of Brands Beeton ON L0G 1A0 [email protected] times, fiercely) answer at a roundtable discussion for this issue (pg. 54). U.S. Postmaster, send undeliverables and address changes to: Strategy PO BOX 1103 of the Year – from IKEA’s evolving dedication to people and the planet to RBC’s Niagara Falls NY 14304 Printed in Canada. Canada Post Agreement No. 40050265. increased investments in innovation – demonstrate their own bravery to commit ISSN: 1187-4309. political stand or lobby around an altruistic cause, it should stand for something Member of –to and something it doesn’t bigger hurt (pg.to be 15). bold. And while your brand doesn’t have to take a Jennifer Horn, editor 4 strategyonline.ca WHICH MEDIA IDEAS MADE THE BIGGEST IMPACT? Come celebrate 2018’s standout media agencies + brands NOVEMBER 28 | THE CARLU, TORONTO TICKETS ON SALE mediainnovationawards.strategyonline.ca PRESENTING SPONSOR SPONSORS PUBLISHER’S NOTE How to leap ahead in marketing OVER BRUNCH, THE TOPIC OF a different space, such as RBC’s tech Lund, confirmed that a mid-career how to find local produce without focus or IKEA’s CSR-led positioning. pivot mentor program would be ridiculous layers of plastic came up, MES addresses these issues welcome on both sides. The program's and my brother-in-law asked when with the CMOs leading the charge, narrow focus compacts mentoring stores would realize people care the Strategy Awards showcase time to a manageable commitment, Strategy about what country things come the insights and planning behind and fills a need for mid-level from and make shopping easier by marcom shifts, magazine "HOW CAN marketers who don’t need ongoing flagging it (literally, he'd like flags). dives into the stories behind those MARKETERS counsel, just insights to inform their This is just one instance of how brands, and our online news covers PIVOT THEIR industry-vaulting plans. it’s getting harder to please quick- these stories daily. But the missing CAREERS AS NEW We’re happy to launch Marketers X to-boycott consumers during link is the ongoing personal journey. OPPS UNFOLD?" Mentors in association with ACA and times of trade wars, zero-waste, How can marketers pivot their ASC, and thank our advisory board health concerns, social and political careers as new opps unfold? of Marcus, Yates and Lund – and stances, etc. Each new trigger has the Back in the day, with a few other John St.
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