Making inspired choices doesn’t have to be complex thanks to SAQ Inspire
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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.
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.
The Inspire detector
The SAQ leveraged its presence at major festivals like Les Francos de Montréal, FestiVoix de Trois-Rivières, the Fête des vendanges Magog-Orford, and the Festival Vins et Histoire de Terrebonne to promote the Inspire program. And it asked Cossette to come up with a fun, light-hearted brand activation to support the new platform. Parade agency was enlisted to bring the concept to life.
Festivalgoers were invited to go up against the Inspire detector by providing honest (ish) answers to a series of questions on their purchase behaviours and preferences regarding wines and spirits. By analyzing participants’ heart rate, blood pressure and brain activity, the SAQ revealed the truth—as well as a few tips to make more inspired choices!
