Millions of Canadian’s have missed life milestones due to the COVID-19 pandemic and J.P Wiser’s believes that precious moments of bonding and connecting with friends should never be lost. That’s why the brand is announcing its latest campaign: ‘Second Shot’,  which aims to demonstrate that everyone deserves the chance to reconnect and celebrate the moments they’ve missed.

J.P Wiser’s believes moments of bonding and connecting with loved ones should never be lost, so they’re giving Canadians the opportunity to reconnect with their friends and family and have their own “Second Shot” at celebrating missed moments.

For two days only, J.P Wiser’s transformed the historic Madison Avenue Pub in Toronto into the Second Shot Bar,crafting personal experiences for each of its guests. Jimmy, a new Canadian, received his second shot at celebrating his citizenship ceremony and Katie, who got a second shot at her doctorate grad ceremony. The Hatrick Swayze’s got a second shot at finally lifting their rec hockey league cup and Phil, an ICU doctor on the front lines, had a second shot to celebrate his bachelor party. 

The campaign taps into the relatable cultural truth that Canadians everywhere missed important life events while in self-isolation. Launched on June 28th, it features real people getting a second shot at reconnecting and celebrating major missed moments with their friends and family. 

“We wanted to do more than simply just make another branded television spot”, said Maria Sweeney, Brand Director Whisky at J.P Wiser’s Canada. “With the Second Shot campaign our goal was to tap into these real stories to showcase to Canadians that they aren’t alone and even though they have missed important moments they should celebrate them now that it is safe to-do so.”  

It goes without saying that many of us have missed special life moments and milestones due to COVID-19 this past year. In fact, a recent study by J.P. Wiser’s found that 80% of Canadians (a whopping 24 million people) missed celebrating a significant life event.

The survey also found that 64% and 65% of Canadians respectively identified that missing time with their friends or family was the most significant non-economic challenge while self-isolating, and that 45% of missed significant occasions were family reunions, meaning over 13 million Canadians had to skip reconnecting with their family during COVID-19.

J.P Wiser’s hopes to inspire Canadians with the ‘Second Shot’ campaign to reconnect and have their own second shot at celebrating the moments they’ve missed. Whether it was a wedding, birthday or their dog’s graduation from puppy training, J.P. Wiser’s believes everyone deserves a ‘Second Shot’ at celebrating. 

Consumers are encouraged to get in on the action by following @jpwisers on Instagram to find out how they can win a chance to celebrate their own second shot. J.P Wiser’s has partnered with a variety of Canadian influencers to spread the word and give Canadians a chance to reconnect with their own friends and family and win a second shot at a missed celebration on Instagram. 

Published on Holr Magazine