To create a campaign that reflects the ‘Real Ginger in Canada Dry’.
Playing upon the word ‘Real’, we created a contest asking people to share their real everyday moments with Canada Dry and send photos in to win a $5000 prize. The campaign included South Asian TV and extensive in-store POS support. Contest entries were directed to a specially created micro-site.
Punjabi Hockey Campaign
Field hockey is the national sport of India and the Punjabis are the biggest fans. The Punjabis in Canada have found a way to continue their love for hockey, but instead of the field, on the ice. This meant a great opportunity for Canada Dry to reach out to an entire community of hockey fans through content integration, influencers and sponsorship.
Promote Canada Dry’s successful Real Everyday Moments Campaign during the NHL playoffs. Ethnicity partnered with OMNI Television and created TV spots in Hinglish and Punjabi, along with segment billboards. There was also a product integration by inviting Hockey Night in Canada viewers to send in their real everyday moments.