A weekly digest of the most important stories and ideas in advertising and media, from our colleagues at Marketing.
Other items of note from Marketing:
Outdoor retailer Mountain Equipment Co-op (MEC) has tapped Olympic medalist Clara Hughes as its brand ambassador in Quebec. The cyclist and speed skater, who is a six-time medalist and competed in both the Summer and Winter Games, is tasked with getting residents in Quebec more active and more often. Although Hughes has retired from competition—she competed on the world stage for 23 years—staying active and healthy continues to be a focus in her life. Of her new ambassadorship, Hughes said:
“Joy is the starting point with which to live each experience thoroughly. What attracts me to MEC, is the desire to explore and try new outdoor activities with its members.”
Read more here.
DavidsTea is adding content creator to its brand, as the Montreal-based company launched a new blog this week to give tea lovers a place for tips, recipes, product info, and a place to show what’s happening at the company. The idea for ‘Steep Thoughts’ had been brewing for a while as the company was getting requests from customers who wanted more information about tea. “We’re all about making tea fun and demystifying ideas around it, so this blog was just a natural extension of our overall marketing approach,” Nathalie Tremblay, head of digital marketing and e-commerce at DavidsTea, told Marketing’s Mai Nguyen.
Read more here.
Dove returns with its latest Real Beauty ad, and the brand is asking women to ‘Choose Beautiful.’ The ad was shot in five cities around the world, and has Dove helping to improve women’s confidence which tends to be on the low side. The brand sets up two doors: one labeled “beautiful,” the other labeled “average.” After the consumers choose one to walk through, Dove asks them to talk about their decision. The company is counting on its feel-good Real Beauty formula, and that women will #ChooseBeautiful.