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Appleton Estate begins Hidden Gems campaign

Rum distillery Appleton Estate has begun a content marketing promotion in collaboration with Complex Canada called “Hidden Gems.” Complex Canada is a division of Corus Entertainment. The four-part video series will highlight Jamaican-Canadian creators. The series will run online at <> as well as on Corus television properties including Global, Food Network Canada, and National Geographic from Sept. 2 to 5. The videos will be promoted with a marketing campaign on various Corus specialty channels and social media pages. The videos were produced by So.da, also a division of Corus, in association with Mindshare Canada and Fela.

“For advertisers looking to weave their brands into culture and engage audiences authentically, there’s no better place than content,” said Dervla Kelly, senior vice-president of marketing at Corus Entertainment. “A core part of Complex Canada’s editorial focus is to spotlight local trailblazers, be it in food, fashion, culture, music, sports, or entertainment, so partnering with Appleton Estate Rum on ‘Hidden Gems’ to celebrate the entrepreneurship and innovation from some of our country’s finest Jamaican-Canadian creators was a perfect fit.”

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