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:
