WATER COOLER ASKING CANADIANS With the global economy in free-fall and the holidays around the corner, will we get caught up in the spirit of the season and forget about our lighter pocketbooks? We wondered if the fl oundering economy would leave people feeling more Scrooge-like or still spending like Santa. In light of the economy, how do you plan on changing your holiday spending habits? I won’t change my holiday spending I’ll be buying fewer gifts this year I’ll do more online shopping to curtail impulse purchases Homemade gifts for everyone! Hope you like sock puppets What downturn? I plan on spending more This poll of 1,000 Canadians was conducted by the AskingCanadians online panel from Oct. 3 to Oct. 6, 2008. AskingCanadians is owned and operated by Delvinia Data Collection. www.delvinia.com 8 STRATEGY November 2008 54% 38% 4% 3% 1% After a vigorous workout, you reach for a cold, refreshing bottle of…chocolate milk? That’s what the Dairy Farmers of Canada are suggesting. A new campaign from Due North Communications promotes the post-workout benefi ts of chocolate milk, including its levels of protein and carbohydrates (white milk is recommended for less strenuous workouts). Rob Nadler, group account director at Due North, says that while most people are aware of the need to rehydrate after a workout, “nobody’s ever really talked to the average consumer about the fact that after a workout, you need to refuel your muscles specifi cally.” In August and September, the campaign educated personal trainers and athletes at marathons, triathlons and CanFit Pro events, and through a partnership with Goodlife Fitness. The consumer launch, which runs through December, will educate the public through TV commercials, ads in fi tness magazines, fl yers in Goodlife gyms and consumer events in hockey arenas and sport clubs throughout Ontario and the Maritimes. It all drives to rechargewithmilk.ca, which provides information on the post-workout benefi ts of milk, plus a contest to win prizes and gym memberships. Due North also came up with the concept of tsn.ca’s milk-sponsored “Spills of the Week” and thescore.com’s “Spilt Milk Plays of the Week.” The TV and magazine ads will make a comeback in March, when many people wake from winter hibernation to hit the workout circuit again. EW www.strategymag.com CBC GOES “GREEN” BY MARIJA DJUKIC Hoping to encourage Canadians to think and act green, CBC and its late-night talk show The Hour teamed up with Toronto-based Internet solutions provider Cisco Systems Canada to launch a national environmental movement, One Million Acts of Green (OMAoG). OMAoG calls on Canadians to commit eco-friendly acts such as recycling cell phones or building a green roof. They can then be entered on OMAoG’s site to see an immediate impact using GreenNexxus’ green calculator. Willa Black, VP corporate marketing at Cisco, came up with the concept to better drive Cisco’s Human Network Effect marketing campaign globally. “The challenge in Canada was to bring the campaign to life with a clear example of how people can use the network as a platform for positive change,” she says. The Hour is also encouraging other CBC programs to “go green.” Programs on board include CBC News, Steven & Chris and CBC Sports. Advertising to promote the green movement includes 15-second TV teaser ads, while 15- and 30-second spots featuring celebrities and green experts are in the works. OMAoG’s partners include the Clean Air Foundation, David Suzuki Foundation, Earth Day Canada, Evergreen and Green Street. The movement will run until the goal of one million acts has been hit. www.onemillionactsofgreen.com CHOCOLATE MILK HITS THE GYM
THE 2009 NABS SWIMSUIT CALENDAR IS COMING. AND IT’S NOT GOING TO BE PRETTY.
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