Challenge

Jameson already has a strong fan base among South Asian Canadians, but the brand wanted to target a new consumer base within this multicultural group – young men living away from home at university or college, or on their own at the start of their careers, living independently from their parents.

Solution and Results

With extensive insights into South Asian, and especially Punjabi culture, our campaign focused on highlighting the idea of “josh”, which represents passion, spirit and fire among this multicultural community. We developed the tagline “How’s the JOSH?” and ran a contest, through influencers on social media to engage the target consumers in the South Asian/Punjabi market in Canada. The campaign generated 40,000 contest entries and exceeded engagement targets by 42%.

Contest Entries

Engagement Targets

Jameson byg byrd
G E T  I N  T O U C H

Let more roads lead to you.

In Canada, multicultural is mainstream. We get that – and all the nuances that go with it. Look forward to connecting with you!

    © 2021 AVC. All rights reserved. Privacy Policy

    Important notice to our valued clients, partners and vendors

    As of March 23, 2020 our corporate office is closed in accordance with the government of Ontario shutdowns.

    All AVC employees are safe, healthy, accounted for and happily working from home (okay, some more than others)! If you’re trying to reach us by phone please try us by email first—or via our new virtual switchboard: hello@avcomm.ca.

    As we go forward, we’ll be sure to keep you updated, and know that we always value your questions, ideas and feedback.

     

     

    Privacy Preference Center