All businesses dream about expanding their reach and market shares. Most companies would prefer to take customers from their competitors, and in an ideal world, that is the most productive route to take. On the other hand, some would rather invest in winning over demographics that are not usually interested in their products. This is far from a fruitless endeavor as it can work to great effect. For example, the My Little Pony brand broke through to young men and created the so-called “Bronies” craze. Still, winning over demographics that are not generally interested in the product can be very difficult. What does this mean for companies in Alberta that try to expand their reach by marketing to new niches?