“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.

Read article A dollar is a loonie, $2 is a toonie. Could $20 bill be a Vimy? Group seeks everyday way to honour war heroes