The Ask
After acquiring iconic outdoor recreation brand, Woods, Canadian Tire turned to Rodmell to help rekindle brand awareness and relaunch Woods in a big way.
The Action
Rodmell executed a full 360º relaunch of the brand. Our foundational brand platform informed a brand identity refresh and a complete packaging strategy, execution and roll-out. The launch provided big impact in store and was supported by brand activation tactics that earned huge coverage in major markets.
Services provided
Services
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Brand Identity & Package Design
The updated brand identity successfully leveraged the historical equity of the brand while introducing a more contemporary look and feel. The new package design appealed to the outdoor enthusiast and cleverly showcased Canadian landmarks.
TIP: Slide cursor to see before & after.
TIP: click and drag (or use your finger) to look around this 360° video.
Brand Activation
Rodmell developed and launched the “Wood’s Canada Dream Job” campaign in 2015 to engage Canadian explorers with the brand. Funded and fully equipped with Woods gear, four lucky explorers were granted “The Ultimate Canadian Dream Job” of documenting an unforgettable 17,000 km trip across the Trans Canada Trail.
TIP: Slide cursor to see before & after.
Retail Rollout
Rodmell created a Woods branded store-within-a store to relaunch the brand in Sportchek stores. A thoughtful and flexible design system accommodates varying store sizes and formats.
Slide cursor to see before & after.
TIP: Slide cursor to see before & after.
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Add paragraph text. Click “Edit Text” to update the font, size and more. To change and reuse text themes, go to Site Styles.
Add a Title
Add paragraph text. Click “Edit Text” to update the font, size and more. To change and reuse text themes, go to Site Styles.
What the client says
In a very crowded marketplace, Rodmell delivered a unique and impactful marketing platform to make our brand stand out. With a need to differentiate our brand from other strong incumbents, Rodmell engineered the disruptive marketing strategy we need to meet both our brand and financial objectives. From inspired customer insights to creative communication strategies, Rodmell’s team of experts guided us through every step of the way!
James Prescott | Vice President, Product Development
Consumer Brands Group
CONSULTING
- Research & Insights
- Product & Service Strategy
- Marketing / Digital / Loyalty
- Strategy & Planning
BRANDING
- Customer Segmentation
- Brand Strategy & Positioning
- Brand Activation
- Name Generation
CREATIVE
- Marketing / Advertising
- Brand Identity
- Retail Concept / Experience
- Web / Digital / Social Media
- Package Design
Creative
Services
Branding
Services
Consulting
Services
Implementation
Services
Services provided
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