“I don’t want to diminish the cause at all — the cause is really important — but the odds are long that this rebranding of the $20 bill will work,” says Andris Pone.
Pone is the president of Coin, a branding firm. He had to pull a $20 bill from his wallet to confirm the Vimy connection before addressing the challenges ahead for the campaign.
“Canadians call the 20-dollar bill the 20-dollar bill, or the 20 [or 20 bucks], and if there was a new product coming out, something totally new, then attaching the name Vimy to it might attract some more consumer buy-in,” he says.
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