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Each week, Profectio publishes all the major news about the Canadian advertising and marketing industry, focusing on Account Wins, Campaign Corner, On The Move, Industry Opinion and more. Today we present the latest edition of Brands On The Move, where we analyze brand movements.
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Kleenex is no more in Canada
Kimberly-Clark announced the company will no longer offer its Kleenex consumer facial tissues.
Todd Fisher, the company’s Canadian vice-president and general manager, characterized the decision as “incredibly difficult” but necessary because of several headwinds Kimberly-Clark is facing.
“This decision is one that will allow us to shift our resources to better focus on other brands in Canada and meet the needs of our consumers with continued innovation and value.”
The Kleenex brand had become so strong its name had become synonymous with tissue products.
What is the impact on Kimberly-Clark?
This is not a complete surprise as manufacturers frequently do internal audits to measure brand performance. Back in February, Nestle Canada announced its frozen pizzas and meals from its Delissio, Stouffer’s, Lean Cuisine and Life Cuisine brands would disappear from stores this year.
This does set the stage for competitors to swoop in and attempt to capture more share of the facial tissue market.
Subway sold to private equity firm
QSR brand Subway is changing forever! After 58 years, the company founded by Fred DeLuca and Peter Buck has been sold to Roark Capital, a private equity firm for $9.55 billion. Roark Capital owns other QSR brands such as Dunkin', Carvel, Jimmy John's, Arby's, Cinnabon, and Buffalo Wild Wings.
What is the impact on Subway?
Being owned by a private equity will have a drastic impact on the company as they will be focused on and cost efficiencies and ensuring the brand can maximize profits. There is a high probability the move will come with some layoffs within Subway's headquarters.
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