Not a day went by in June without some organization, outfit and brand proudly proclaiming themselves as 2SLGBTQ+ friendly. It was, as things are these days, an attempt to ride the coattails of a trending hashtag. It’s the exact same story when it comes to the Indigenous or disabilities diverse communities. There appears to [...]
Thankfulness embraces all the ethnicities who call Canada home. We all feel gratitude for the many blessings we enjoy in our beautiful country. As Canada becomes more and more multicultural, the celebration of Thanksgiving has evolved to include many international flavours and tastes that make this October get-together even more vibrant and special. Celebrated on [...]
Recently, well-known Asian-Canadian artist Rick Tae, talked about the perceptible difference between Asian-Americans and Asian-Canadians. “There is a much louder expression of race and culture in the U.S., likely all the way down to branding and marketing for lack of a better way to explain it,” noted the actor who has produced and acted in [...]
Porsche has resurrected a car from its history in celebration of Chinese New Year. The luxury automaker wanted to promote the pre-sale of the 2019 Porsche Cayenne to Chinese Canadians, so it took a little porcine inspiration from Chinese New Year celebrations on Feb. 5, which marked the beginning of Year of the Pig. The agency was [...]
This year, the Lunar New Year (Chinese New Year), falls on Feb. 5. Did you know the popular greetings “gung hey fat choy” is a Cantonese phrase meaning, “happiness and prosperity?” So, now imagine greeting a Vietnamese or Filipino consumer with the phrase. Let’s assume they appreciate the sentiment but they will no doubt be [...]
"If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular" ~ David Ogilvy How is that this nugget from Ogilvy, the father of advertising, is [...]
If you’re out grocery shopping on the weekend, chances are you will be ambushed by several cheery product demonstrators inviting you to sample their wares. That’s experiential marketing in its most basic form. So essentially, experiential marketing aka engagement marketing connects consumers to experience a brand up, close and personal. Remember Red Bull’s Stratos Jump? [...]
“There’s rich, there’s filthy rich, and then there’s crazy rich.” — People.com while reviewing Kevin Kwan’s New York Times bestselling series that reveals the outrageous world of high net worth Asian society with humour and heart. Remember, Canadian funnyman Russell Peters’ sketch about him bargain-hunting in a seedy Toronto mall, manned and frequented by Asians selling knock-off brand name goods? Well, the joke [...]
Most brands assume they can make a splash in multicultural market segments with some help from the same agency or boutique that has been handling their promotional needs so far. After all, as humans, we all have similar responses to emotions and biases? Right? Wrong. So wrong. And this is probably why your current ethnic [...]
The “avocado-toast” eating, self-centered "I, me and myself" millennial (born between 1981 and 2000) may be a cliché, but as consumers, this group wields notorious spending power. Now, throw into this already complex mix, the subgroup of ethnic millennials, and you'll need to rethink your marketing plan completely to include tailored messaging. Not to toot [...]
