MISSISSAUGA, ON, Feb. 13 /CNW/ - Walmart Canada is planning for a record
year of price reductions as it rebrands to operate under a new logo and the
slogan "Save money. Live better." The rebranding, which takes effect next
week, addresses the growing customer focus on saving money during difficult
economic times and builds upon the company's long-held commitment to having
the best prices, every day.
The brand was launched earlier this week to a gathering of thousands of
store managers and business leaders at Walmart Canada's annual year-beginning
meeting, where the company set its course for 2009. At the meeting, the
company's president and CEO, David Cheesewright, also announced plans to
deliver a record year of price reductions in 2009 - with a goal of 20 per cent
more price rollbacks in stores nationwide.
"Today, more and more Canadians are wondering how to save money and live
better, and we know Walmart will be an important part of that equation," said
Cheesewright. "Our new slogan is more than just marketing - it's a business
principle. This year we expect Walmart's price rollbacks to save our customers
more money than ever, leaving them more for life's other priorities."
Recent Ipsos Reid research shows that Canadians believe Walmart helps
them save money, offering savings of nearly 20 per cent. Canadians say that
the same goods purchased for $100 at Walmart would cost them an additional
$19, on average, at other typical Canadian grocery and mass merchandise retail
"When we ask Canadians what saving money and living better means to them,
they consistently talk about quality time spent with family and friends - not
necessarily about having more money for more things," said Jeff Lobb, Vice
President, Marketing, Walmart Canada. "While retailers usually encourage
people to spend money, our ads, our stores and our prices are an invitation to
Canadians to come and save money."
Under the new branding, Walmart Canada's first wave of television
advertising asks the question "What will you do with your Walmart savings?"
The ads, created by Toronto-based ad agency JWT, feature Walmart products used
by customers also enjoying family time and popular pastimes, and will air on
national and specialty channels nationwide beginning next week.
As of next week, Walmart Canada's new logo will appear in all varieties
of advertising, in stores nationwide, and on the front of new or remodeled
stores. The new logo includes various alterations to the original, including
eliminating the hyphen from the name Wal-Mart, replacing the star which
frequently appears in the name, and including new colours and an
asterisk-style spark at the end of the name.
"With warmer colours, more welcoming font, and the spark - which
represents everything from our environmental programs, to the 'aha' moment
customers experience when they see our prices, to a new day for our company -
this logo is a strong representation of the company Walmart has become," said
Walmart Canada operates a growing chain of 318 locations, serving more
than one million Canadians each day. With approximately 80,000 associates in
its stores and Mississauga-based home office the company is Canada's fourth
(*)The Ipsos Reid poll was conducted on behalf of Wal-Mart Canada January
14 to January 20, 2009. This online survey of 1299 Canadian adults, aged
18 to 65 was conducted via the Ipsos-Reid's national online panel.
Statistical margins of error are not applicable to online polls, however,
an unweighted probability sample of this size, with a 100% response rate,
would have an estimated margin of error of +/- 3 percentage points, 19
times out of 20, had the entire adult population of Canada been polled.
For further information:
For further information: Kevin Groh, Director, Corporate Affairs,
Walmart Canada, (905) 821-2111 x8012