In response to new U.S. tariffs affecting imported goods, Olay sought to strengthen its relationship with Canadian consumers. The “Made for Canada” campaign was created by me to reaffirm the brand’s connection with its Canadian audience and showcase its appreciation for their loyalty.

Even though Olay products are not locally produced, the campaign emphasizes emotional proximity, positioning Olay as a brand that understands and supports Canadians. By tailoring the message to Canada’s real winters and local pride, the campaign builds brand trust and emotional capital through authenticity and empathy.