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.

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%.