Canadian Tire conducts Dragon's Den promotion
Canadian Tire recently conducted a sponsorship promotion as part of its ongoing “We Do New” campaign. As part of its sponsorship of the audition tour for the 2019 season of competition television program Dragon’s Den, the retailer formed an agreement with two Canadian entrepreneurs to place their products on the shelves of 503 Canadian Tire stores nationally. The two winners are the founders of The Unscented Company, a maker of scent-free cleaning products, and The Upseat, a maker of baby seats. The sponsorship also includes in-series branded content that presents the chain as a place to find new and innovative products.
“First and foremost, an entrepreneur must offer a product, or suite of products, that meets a unique Canadian need or is an improvement upon something that is already available,” said Greg Hicks, president of Canadian Tire Retail. “But that's not all. The product also has to complement the other merchandise in the stores at the time of year it's stocked.”