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FOR IMMEDIATE RELEASE

ONBRAND ANNOUNCES NEW DESIGN PROJECTS FOR 2005
Package Design Agency Working with Industry Leaders

Toronto, January 27, 2005 - Onbrand, a Toronto-based package design agency, was hired by Rust-Oleum Canada, makers of Mono caulking, and Burnbrae Farms, egg and egg product producer, to redesign their packaging and increase impulse purchases at store level in 2005.

"Our clients have a desire to make their products shelf-driven," says Onbrand President, Greg Bérubé. "They want to make an impact on consumers as they walk down the store aisle. Since 70 per cent of all purchases are impulse driven, packaging is important because it is the last ad consumers see."

Onbrand completed Burnbrae Farms' new flat top, fibre carton. It is the first of its type in Canada. The benefits of this carton are the flat top, coupled with a new printing process, increases the size of branding space over traditional cartons and the fibre material lends to the consumer perception of an environmentally friendly package compared to plastic. The new flat top carton is currently used to package Burnbrae Farms' Prestige and Nature's Best premium egg brands. Distribution is limited to test markets in Ontario and the Maritime provinces at the present time.

Onbrand was hired by Rust-Oleum Consumer Brands Canada to redesign the best selling Mono caulking packaging which has remained unchanged for some time. New product extensions were added over the years as needed and the line has become fragmented and somewhat confusing for the consumer. The challenge for Onbrand is to harmonize all 57 SKU's to convey a consistent brand message yet be distinctive enough to allow consumers to easily make the right choice of caulking for their job at hand. Mono is the brand leader in the water-based caulking market. The new packaging will be in stores by November.

"This project is important and we believe Onbrand has the capability to bring the Mono brand back to a single voice," says Rust-Oleum Canada's, Director of Marketing, Lawrence Genga. "We are looking forward to a strong, favourable response from our customers."

In addition to retail brands, Onbrand will unveil branding work for the sold out, January 27 th Marketing Hall of Legends (MHOL) gala that has the Canadian marketing community buzzing. As an Inner Circle Sponsor of the MHOL, Onbrand has designed the 2005 Commemorative Program that will be distributed at the upcoming gala event. The MHOL pays homage to those marketers who have made a significant contribution to the Canadian marketing industry.

Onbrand is a group of branding consultants to category-leading marketers of consumer goods and services. The firm, based in Toronto Canada, creates, maintains and builds sustainable sales advantage for brands in 19 industry categories. Through its Brand Profiler ä and Brand First ä tools, the firm leads strategy development, brand creation, implementation, governance, and care-taking for such market leaders as Tim Hortons, Parmalat, Moosehead, Revlon and McNeil Healthcare. Onbrand is owned by MDC Partners Inc., Canada's largest publicly held communications company.

For more information or interviews please contact Rob Landsmann, Account Manager Fantail Communications, rob@fantailinc.com, 416-363-4805.

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