Mac’s
With over 850 stores across Canada, Mac’s Convenience Stores has served Canadians since 1961 in hundreds of communities large and small throughout Ontario and Western Canada. Each year at the beginning of Spring a new “Slushie” or “Froster” flavour is developed. With a new flavour coming out every year, the challenge to uniquely brand it and create interest amongst teens and tweens is always growing and requires real creativity. When the flavour was introduced to our team, we had a hard time figuring out what it was, we were afterwards told it was “Mango, berry & Vanilla”, What the f&#$?
Exactly, WTF!. A perfect brand name that captured the mystery of the new flavour, while empowering our target audience by embracing lingo that’s meaning is normally taboo in the field of marketing. But more important than what it tasted like was speculating how it was made. And when your audience is 17 year-old boys,
the weirder, the better. The new brand was unveiled via a full fledged campaign, including collaborating with 5 directors to produce 19 spots (with retro 4:3 ratios, cool!) Print, online and wild postings. And in case you were wondering WTF? stands for “What’s the flavour?”, of course.
