Andris Pone CBC Radio One interview re Tim Hortons’ “Good Ol’ Hockey Game” ad with Sidney Crosby

It was my pleasure to speak with CBC Radio One business reporter Paul Havaardsrud about this ad.  To me, what is remark-able about the ad is that it appears Tims is sponsoring the Olympics and/or World Junior Hockey Championships, when in fact they have not paid for that right.

Thus consistent Canadiana-focused positioning over a very long period of time has saved Tims the millions on sponsorship that other brands, not having either a Canada-related positioning or not having been sufficiently consistent, have to pay for.

All told, a good branding lesson on the financial benefits of consistency.

Click here to listen to the (short) interview: Calgary Homestretch biz (2-Jan-14).mp3 (1)

Then click the image below to watch the ad:

Screen Shot 2014-01-03 at 4.32.13 PM

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