P&G commissioned us, as their multicultural agency, to develop a strategy to connect with new-to-Canada consumers. We broke out of the box by thinking up an entirely new channel that was just right for New Canadians: a welcome kit + trial pack, designed to help our consumer manage her new life and her new home successfully. The P&G Canadian Essentials kit contains helpful information to make settling in less disruptive and introduces New Canadians to the very P&G brands that help make life significantly easier. It provides directions on where our consumer can find P&G products and brands that were old favourites back home and helps her discover entirely new ones. Included in the kit: a wide range of product samples and a useful guide filled with tips and savings.