Valda: Heavy metal metro

Cough and cold brand Valda drove awareness and brand affinity among young millennial and Gen Z Quebecois in Canada, with a hyper-localised TikTok campaign based on bringing a Heavy Metal choir on to Montreal's metro.

Campaign details

Brand: Jamp PharmaceuticalAgency: Havas Media NetworkRegion: North America



After more than a century of success worldwide, Valda was struggling in Quebec, where fierce competition in the category was making it hard to stand out against competitors. Our objective was to find a bold, impactful, and meaningful way to drive awareness and brand affinity without cannibalizing the product, all with a small budget.

Target Audience

The Heavy Metal Metro campaign was the first time this concept was put into place, yielding incredible results. With a limited budget to accomplish our goals, we...

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