Agency Network: 
September 2019


Making inspired choices doesn’t have to be complex thanks to SAQ Inspire On your last visit to the SAQ, did you end up grabbing a bottle of Château This Will Do The Job, I Guess or OMG I Love The Lettering On This One? In its new communications platform created by Cossette, the SAQ turns the spotlight on labels, which humorously reveal the real reason people sometimes choose one bottle over another. “Let’s be honest, when it comes to selecting a bottle of wine or spirits, we can all exhibit certain purchase behaviours that we don’t want to admit to. We pretend to be knowledgeable, or we allow ourselves to be influenced by attractive labels or by the number of bottles left on the shelf—not that there’s anything wrong with that,” explained Michel-Alex Lessard, Vice-President, Strategy, at Cossette. But when we share our Inspire card and take advantage of all the features of the Inspire program, like our purchase history, taste profile or personalized offers, we can make choices that are better suited to our tastes. Habit, lack of time, memory lapse—we can all see ourselves in the consumer behaviours playfully depicted on television, on signage, online, and in store. So, to promote the different aspects of the Inspire program, the integrated campaign invites consumers to rethink their approach to buying alcohol and to develop new habits. Yet the platform isn’t at all preachy—instead, it suggests practical, affordable ways to get the most out of the program and the recommendations of in-store advisors.

Integrated advertisement created by Cossette, Canada for Société des alcools du Québec, within the category: Alcoholic Drinks.

Advertising Agency: Cossette, Montréal, Canada
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