For a new product to succeed, shoppers need to understand what it is, why it matters, and where to buy it.

The most effective launches we’ve seen used advertising to connect audience intelligence, media planning, and measurement across the shopper journey. Each stage has a clear role, from introducing the product to converting high-intent shoppers.

Here are 4 tips to consistently drive stronger launch performance.

Back-to-school shopping is a routine reset. As Canadian families prepare for the school year, parents are looking for products that make mornings easier, lunches simpler, and school-day routines more manageable.

With 3.6 million PC Optimum^TM member parents preparing for back-to-school, brands have a clear opportunity to influence purchase decisions before new habits are established.

For advertisers, the priority is to connect product messaging to how families actually shop during this period. Convenience, portability, nutrition, and repeat purchase behaviour all play an important role in the back-to-school basket.

Here are 4 shopper insights that can help brands build more relevant back-to-school campaigns.