The Canac hardware store hits the bull’s eye on the Internet with a jeans concept designed to restore dignity to plumbers, whose buttocks are all too often cracked.
• Also read: The Canac Group invests millions of dollars in its growth
The specially designed jeans with a peak that goes up at the back hide everything there is to hide and above all make people laugh far beyond the borders of Quebec.
Canac’s original post had received more than 9,000 likes on Facebook and almost 2,000 comments as of Tuesday afternoon. In addition, the Creapills page, followed by almost 4 million internet users worldwide, was republished, generating almost 100,000 likes and 33,000 comments.
Drawn: Canac website
Advertisement for anti-rip glute jeans specifically designed for plumbers.
“For a retail company, these are big numbers. We can get 2-3000 likes on a regular basis, but we’re in a different league here!” says Patrick Delisle, Canac’s head of marketing, who builds Canac’s campaigns with LG2.
The “Jeans of Dignity” video, which required a seamstress to design the garment and an actor to film the garment, was much more expensive than typical web posts.
“But we loved the idea,” continues Mr. Delisle. Many of us believed it. Worst case it would have been more expensive but nice and it would have hired our community of about 25,000 people who would have screwed it up.
viral video
But now it’s gone viral and mainstream media is talking about it. Paul Arcand on the radio, Mario Dumont on TV, Le Journal… Should Canac really be selling dignified jeans? Hardware and clothing don’t mix, says Mr. Delisle.
“But there is someone who really wants to do it and called us this morning. We want it to help, we don’t laugh at these deals. They don’t enjoy it! If anyone would like to take the leap into the clothing industry at Latulippe or l’Équipeur, we’d be delighted. We have no intention of making money from this!” says Canac’s Marketing Manager.
Comments on Facebook indicate that all trades can be envious of the jeans of dignity that Canac will make in a few tailored copies for one lot. Painters, carpenters and even gardeners may want to hide their little crack!
Canac has a habit of surprising with bold and humorous ads. After the benevolence of the beginnings of the pandemic, it was necessary to move to another register, knowing full well that inflation would have an adverse effect on the renovation market. TV campaigns with ridiculous prices, in which a dolphin or a man with a screw head can be seen, have attracted attention.
“We are in an economy where people are looking for good prices and are turning to those who are not selling high. Here we are positioned. The campaign tells them not to look, because Canac has the most ridiculous prices,” explains Mr. Delisle.
The Quebec-based company now operates 32 stores in the province and continues to expand with a goal of opening one to two new locations per year. The company employs nearly 5,000 people and has sales of $1.4 billion.