Canada Dry is a Canadian company established in 1904. Their main target audience are between 30-50 year olds that appreciate tradition. Unlike Coca-Cola or Pepsi, Canada Dry provides a natural drink made with real ginger pieces. It’s a combination of extraordinary flavour, that is nostalgic for mostly Canadians; it’s also convenient, has low prices and can be used to help out with your cold.
With that in mind, a marketing research was developed and the SWOT analysis pointed that the biggest threat that the company faces is that the company strategy lends in a grey zone that does not resonate with the younger demographic, that is no longer impacted by the 90’s style of advertise, nor with the current target audience, that is more connected to emotions than traditions.
To solve this problem, this photography ad campaign was developed following the post-Aristotelian philosophy of happiness, that says that true happiness can only be achieved when you have time to dedicate to your friends, to your family and to self immersion and rest.