Royal Canadian Mint: A gift that stands the test of time

The Royal Canadian Mint wanted to grow holiday bullion sales by attracting a new generation of younger buyers into a category traditionally built for investors.

A problem standing out like a Christmas sweater in July...how do you put precious metal coins on the wish list of people who’ve never thought of bullion coins as a holiday gift?

While Millennials and Gen X grew up on a graveyard of fleeting regrettable 90's / 2000's gifting trends, precious metal value has endured for generations. Through investing trends, market cycles and more, bullion has always had timeless value. 

We turned decades of regrettable holiday gifts into a reason to give something timeless. "A gift that stands the test of time" was a portrait-driven campaign contrasting the fads we’d rather forget with the enduring value of a modern bullion coin from the Mint. 

Bullion site traffic outpaced campaign benchmarks, helping move more precious metal off the shelves - and putting bullion in the running for a new kind of holiday tradition.