Author archive for Rachel Boucher
When A Brand Manager Eats Off The Floor
How far would you go to seed a viral video of your brand’s latest product? Bissell Canada Senior Brand Manager Ravi Dalchand answered that question this summer when he steamed a grimy layer of soot and germs off a Toronto subway platform with Bissell’s new Symphony All-in-One Vacuum and Steam Mop, dumped a bowl of...
Heineken Expands The House At The US Open
Marking its 23rd year as sponsor of the US Open, Heineken brought an expanded Heineken House to the USTA Billie Jean King National Tennis Center in Flushing, NY, Aug. 25 to Sept. 8, offering live screenings of the biggest matches, entertainment, sandwiches and ice-cold beer in an open-air deck above the food village. The brand...
Depend Puts ‘Underwareness’ Center Stage
Myths and the stigma surrounding bladder leakage make it an uncomfortable health condition to discuss openly. Unfortunate, since one in four Americans experience it and nearly half are under the age of 50. Through a new marketing campaign, Kimberly-Clark’s Depend brand is opening the floodgates, so to speak, with “Drop Your Pants for Underwareness.” Depend...
Heineken ‘Shushes’ New Yorkers in US Open Stunt
Heineken generated buzz in the days leading up to this year’s US Open with a stunt in Union Square (one of New York’s busiest thoroughfares). The experiment was a take on the tennis tradition of umpires “shushing” stadium crowds. Brave consumers were tasked with climbing up on an umpire stand to silence the crowds via...