Knowing that food plays a very important part in both Chinese and South Asian culture, we proposed to feature Canada Dry Ginger Ale on the dining table.
To promote Diwali celebration towards South Asian consumers, we collaborated with Chef Rick Matharu, the winner of Recipe to Riches 2, to design a special recipe booklet featuring Canada Dry Ginger Ale, ReaLemon and other food partners including McCain Food, Catelli and Nanak Food. Ethnic TV and national retail in-store POS redirected the consumers to a specially designed microsite, where the recipe booklet and saving coupons were downloadable.
POS, Microsite, TVC, Recipe Book
South Asian Market – Diwali Campaign
Chinese Market – HotPot Campaign
The spicy and strong-flavoured hotpot is an all-time-favourite cuisine amongst the Chinese community. Hotpot is exceptionally popular during the fall and winter period while Canada Dry Ginger Ale is obviously a perfect beverage fit because of its original ginger flavour. Ethnic TV Commercial and specially designed in-store POS running nationally at T&T supermarkets resonated the concept of “Perfect Partner” towards Chinese grocery shoppers.