Nissan Canada wanted its re-launched Rogue to improve on its predecessors with a dramatic and sustained rise in share of its category. It was especially important to persuade Canadians that the car performed well off-road in the country’s challenging winters. The ‘Winter Heroes’ strategy broke with automotive convention by using TV ads in the style of Hollywood superhero movies, with supporting digital and social, to distinguish the car from rival models. Between 2014 and 2017, Rogue’s brand differentiation metrics strengthened. The car’s category share almost doubled, with gains held over time. An estimated 64,927 extra Rogues were sold, worth nearly $1.9bn in incremental revenue. The net profit generated was calculated at $60.7m.