Who: Canadian Tire, with Angry Butterfly for strategy and creative; Touché for media, along with Canadian Tire Digital for paid social and Canadian Tire Brand communications for PR.
What: “We’ve Thought of Everything,” a spring campaign to show how the NOMA brand has a range of products for the home—many more than the Christmas lights it’s long been known for.
When & Where: The campaign is live now (March 25) running until April 28 with TV, digital, social, PR and influencer.
Why: While Canadian Tire has owned NOMA since 2014, it has been working to redefine the brand in recent years, introducing a wide assortment of home products—more than 1,000 across 18 categories—making it the retailer’s third largest owned brand.
But it hasn’t run a campaign for the brand since 2019, and that was focused on Christmas lights. This is the first time CT has marketed NOMA as a “whole-home brand,” with a wide range of products and solutions that make a home safe, clean, comfortable, and functional. “Given the amount of new product innovation and evolution in the portfolio in recent years, this campaign seeks to heighten Canadians’ awareness of NOMA’s expansive offering outside of the seasonal assortment,” said Rebecca Harth, vice-president brand management, consumer brands division.
Canadian Tire refers to its NOMA lineup, ranging from HEPA air purifiers and heaters, to cordless vacuums and smart home solutions, as “hidden hero products,” that discreetly help consumers ensure their home is running the way it should.
How: The campaign is anchored by a TV spot that employs “emotion and subtle humour” to show some of the NOMA products.
The ad opens with a narrator explaining that “This is an ad about nothing”—a line that may evoke the iconic sitcom Seinfeld, but actually refers to the ways NOMA products ensure homeowners have nothing to worry about.
Different scenes show how NOMA products help keep homes clean and comfortable—from taking dust out of the air, to keeping a shirtless toddler warm, and cleaning up after a messy teen. “After all when there’s nothing to worry about, isn’t that everything,” says the narrator to close the spot after a quick-cut montage of NOMA products flashes on screen.
“The main target was 'controlled chaos'ers,’ like myself,” said Erin Kawalecki, chief creative officer at Angry Butterfly, which has been doing some project work for Canadian Tire for a couple of years. “People with full plates who have 10,000 things on their to-do list, so having less to worry about is actually everything, ie. NOMA has thought of everything, so you have nothing to worry about.”
And we quote: “With the hustle and bustle of everyday life, maintaining or improving one’s home can be overwhelming and the need for simple adjustments with big benefits is what homeowners are looking for. Canadians are looking for home comfort products that are powerful with sleek design and NOMA's products deliver on just that.”— Rebecca Harth, vice-president brand management, consumer brands division.
