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David NicholCanadian Marketing Specialist
Date of Birth: 01.01.1940
Country:  Canada |
Content:
- David Nichol: Canadian Marketing Executive and Brand Icon
- Career at Loblaw Companies
- Rise of Loblaw Companies
- Post-Loblaws Career
- Dave Nichol & Associates
David Nichol: Canadian Marketing Executive and Brand Icon
Early Life and EducationBorn in 1940 in Chatham, Ontario, David Nichol's father worked for the railway, leading to frequent family relocations. Nichol earned a Bachelor of Arts from the University of Western Ontario's School of Business in 1962 and was a roommate with Galen Weston, a member of one of Canada's wealthiest families. He went on to complete his law degree at the University of British Columbia and earned a Master of Laws from Harvard.
Career at Loblaw Companies
After a stint at McKinsey & Company, Galen Weston recruited Nichol to join Loblaw Companies in 1972 as Executive Vice President. In 1976, he became the company's President and led the creation of four retail brands: 'no name' for no-frills products, 'President's Choice' for premium items, 'Too Good to be True' (TGTBT) for health-conscious products, and 'Green' for environmentally friendly offerings.
Nichol became the face of Loblaw Companies, appearing in dozens of television commercials and radio spots promoting Loblaws products, particularly the 'President's Choice' line. He also hosted semi-annual infomercials following the launch of the 'Loblaws Insider's Report,' a free magazine introducing new products at introductory prices. In addition, Nichol authored 'The Dave Nichol Cookbook,' which sold approximately 100,000 copies.
Rise of Loblaw Companies
Nichol's marketing strategies transformed Loblaw Companies from a struggling grocery chain to an industry leader. In 1985, he became President of Loblaw International Merchants, where he oversaw the company's product development division for eight years.
Post-Loblaws Career
In 1994, Anne Kingston published an authorized biography of Nichol, 'The Edible Man: Dave Nichol, President's Choice & the Making of Popular Taste.' The same year, he became CEO of Destination Products International, a subsidiary of Cott Corporation. There, he created a line of premium food products that were offered to distributors worldwide under the retailers' own private labels.
Nichol also attempted to replicate his success as a spokesperson by launching a beer line under the 'Dave Nichol' name for Cott Corporation. However, this venture proved unsuccessful, and Nichol left Cott in 1997.
Dave Nichol & Associates
Nichol founded his own consulting firm, Dave Nichol & Associates, which continues to develop niche products marketed under brands created by Nichol and his team. Despite his reputation taking some hits from the Cott Corporation venture, Nichol was inducted into the Marketing Hall of Legends by the American Marketing Association in 2005.
