QMAC’s Chloe Agache and Amanda Kwok



Who: Chloe Agache and Amanda Kwok, both 19, Kingston

Why they’re a big deal: Currently in their second year studying commerce at Queen’s University, Agache and Kwok took on the challenge at this year’s QMAC and won. With the goal of better connecting with Asian or Native American consumers, Agache and Kwok focused on bringing Swanson’s Chicken Broth to the Chinese Canadian community.

‘In Chinese culture, soup is served during or after every meal,’ explains Kwok, ‘so if Campbell’s could get their products into these households, they stood to see significant growth in the market.’

Their initiatives included new branding, an online recipe contest for a trip to Hong Kong, and a Chinese New Year promotion with new labels for the holiday and red lucky money envelopes containing coupons.

And thanks to their victory, Kwok and Agache will cut their teeth even further this summer with internships at Campbell’s.

How do you see diversity in advertising unfolding?

Kwok: I would say we’re moving towards including everyone in the same ads, which I think is fantastic and that’s what Canada’s about. As much as there are separate groups, we really do come together as one Canadian culture so I think advertising is starting to reflect that.

Agache: I agree, I think diversity has almost become something that’s expected by our generation, particularly in advertising and it’s become the norm that way.

Have you seen any on-campus advertising that’s really effective?

Kwok: One campaign that comes to mind is the Microsoft Office campaign, ‘The Ultimate Steal.’ You essentially got the Office suite for [91% off]. That’s something that really catches our attention because a lot of students don’t have as much money to spend on technology. So if a company can get their product into the hands of students, that’s great.

Agache: In general, any ads that create some form of intrigue and really force students to find out what it’s about. I think we’re so accustomed to being bombarded by ads that the traditional form of advertising is no longer effective. Teaser campaigns or ads that don’t explicitly say what product they’re promoting – students will often notice that and start talking about it.

Where do you think marketers go wrong when trying to reach youth?

Kwok: Some brands do go wrong by trying to draw too much on being hip and trying to be in the scene. Youth relate to that in a sense, but if it’s overly done you can tell. I think they’d rather be spoken to as adults but in a way they can still understand.

Agache: I think the branding just has to be honest. If they’re trying to portray themselves in a certain way and that’s not the way the corporation is, younger consumers see through that.

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