NISSAN CANADA DEBUTS NEW BRANDING
By Adnews Staff
Nissan Canada of Mississauga began a new advertising campaign this month as part of a global branding effort to introducing the automaker's new "Shift_" advertising element. "Shift_ is more than a tagline," said Ian Forsyth, director of marketing for Nissan Canada. "As a signature line for the Nissan brand it is a marketing communications platform that represents both an invitation to consumers and a challenge to Nissan employees to never be satisfied with the status quo." A series of television ads will deliver both brand and product messages. Individual product ads link "Shift_" to other words, including "Shift_desire" and "Shift_dreams." In Quebec Nissan will use the word "Découvrir." Television advertising will be supported by print ads. The branding effort was created by TBWA\Chiat\Day of Los Angeles. The Canadian advertising was created by the agency's Toronto branch.