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Canadian Tire conducts Test Lab promotion in BC

Canadian Tire began a promotion in Terrace, BC today in support of its recently-launched "Tested for Life in Canada" program. The company distributed windshield wiper blades to 1,000 residents of the town, along with an invitation to test the product for a month and then submit feedback. The company plans to conduct a total of five similar regional promotions over the next year. "Tested for Life in Canada" is a national initiative involving a focus group of 15,000 Canadian consumers who will test and review various products for Canadian Tire. The program's launch also included television commercials, flyers, in-store video, digital media, search engine advertising and other online components.

"Tested for Life in Canada is about making good on our commitment to all Canadians," said TJ Flood, senior vice-president of marketing at Canadian Tire Retail. "That Canadian Tire provides the best and toughest products and services designed for life in Canada. We want to reinvigorate and maintain a dialogue with our customers, while enhancing our understanding of what's happening in local markets across the country and increasing the relevancy of the products we offer. Calling on residents in one of Canada's rainiest cities to test our wiper blades speaks to the heart of our mandate, and is just one more step towards ensuring all of our products can handle the most challenging conditions we can find."

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