This Week in Canadian Marketing – August 22, 2025: Google’s AI Mode Lands, Kotler’s New Sustainability Playbook, and Pickles Turn into Prizes

Welcome back to your weekly roundup of the biggest stories in Canadian marketing, business, and culture. This week, we’re exploring how AI is reshaping search, a bold new sustainability roadmap, playful creativity in the lottery space, influencer-driven community building, and women’s hockey expansion buzz.

1. Google Search Introduces AI Mode in Canada

Google officially rolled out AI Mode in Search this week, marking its debut in Canada. Using Gemini 2.5, AI Mode brings advanced reasoning, multimodal capabilities, and deeper web exploration to help users tackle complex queries.

From comparing coffee brewing methods in a table to exploring the significance of the seven wonders of the world, the feature is designed to handle multi-part questions with richer, more contextual responses. The rollout begins in English on desktop and mobile, with more languages and regions to come.

2. Khalid Hasan & Philip Kotler Release The New Sustainability Edge

Canadian strategist Khalid Hasan has teamed up with marketing legend Philip Kotler to publish The New Sustainability Edge: Redefining Business from Startups to Industry Leaders. The book, set for release on September 9, 2025, offers a framework for purpose-driven profitability, balancing financial returns with measurable impact.

Packed with global case studies and expert insights, the book targets entrepreneurs and corporations eager to align with a growing consumer base, 72% of whom say they’re willing to pay more for sustainable products (Nielsen, 2024). Early praise hails it as an essential text for both students and industry leaders.

3. McCann Calgary Turns Pickle Craze into Cash Prize with Lotto Spot’s Not a Pickle

McCann Calgary’s latest campaign proves the pickle craze is far from over. Partnering with Lotto Spot, the agency launched “Dills to Bills,” a pickle-scented Scratch & Win ticket paired with the cheeky ‘Not a Pickle’ creative platform.

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The campaign taps into nostalgia (scratch-and-sniff stickers) and millennial/Gen Z pickle fandom with bold design, diner-inspired visuals, and even a Snapchat AR lens. Running across Alberta, Manitoba, and Saskatchewan, it includes OOH, Spotify audio ads, social placements, and wild postings in Calgary and Edmonton.

4. Clark Influence Partners with The Rec Room & Playdium

Clark Influence announced a new partnership with The Rec Room and Playdium (brands under Cineplex) to take the lead on social media, community management, and influencer marketing through the end of 2025.

The Toronto- and Montreal-based agency aims to carry the fun, connection, and energy of the venues into digital spaces by creating buzzworthy content, nurturing online communities, and partnering with creators. Cineplex sees the collaboration as an opportunity to deepen relationships with guests and keep the excitement alive both inside venues and online.

This is a strong example of Canadian brands turning to influencer-driven strategies to translate offline experiences into lasting digital connections.

5. PWHL Eyes Another Round of Expansion

The Professional Women’s Hockey League (PWHL) has grown wildly beyond what many expected, and expansion could come as soon as next season. The Hockey News discusses which Canadian cities could be considered, with Quebec City and Edmonton as leading contenders.

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Last year’s PWHL Takeover Tour proved the incredible appetite for women’s hockey in Canada, with Vancouver, Quebec City, and Edmonton hosting the most-attended games. While Vancouver has already secured a franchise, The Hockey News also points to Halifax and smaller markets like Hamilton or Regina as intriguing options given the league’s strong and loyal Canadian fan base.

With record-setting attendance and nationwide enthusiasm, Canada is poised to remain the driving force in the next phase of women’s hockey growth.

Wrapping Up

From AI reshaping how Canadians search, to purpose-driven leadership in business, to playful creativity, influencer partnerships, and women’s sports expansion, this week’s stories capture the dynamic energy of Canada’s marketing landscape.

Stay tuned for next week’s recap and if you spot a trend or campaign worth featuring, send it our way at news@socialnext.ca