RONA inc. launches brand repositioning campaign

RONA inc. has launched a brand repositioning for its flagship banner, RONA. The brand will go back to its roots, focusing on its entrepreneurial DNA and putting the RONA brand front and centre of all its marketing efforts. The creative platform launched will be deployed in a number of marketing initiatives, including an advertising campaign, the expansion of the new RONA+ banner, a renewed visual identity for RONA affiliated dealers, and the launch of a reality TV show in Québec.

“This is the most significant repositioning of the RONA brand in the last two decades,” says Catherine Laporte, senior vice president, marketing and customer experience at RONA inc. “We’re refocusing our marketing around RONA, putting this brand, with its 85 years of history and consumer trust, at the core of our efforts. By emphasizing our commitment to our customers, the uniqueness of our stores, and our relationship with local communities, we reinforce the values of proximity and commitment that distinguish our network.”