#Bye Bye 2019: The SAQ’s “truth” labels take centre stage

In 2019, Cossette and the SAQ launched a new communications platform promoting the advantages of the Inspire program and inviting consumers to change their habits by rethinking the way they buy alcohol. 

In the spirit of the new platform, an ad crafted around the Bye Bye 2019 television program shines the spotlight on labels that playfully betray the real rationale behind the choice of bottle brought by each guest for the end-of-year celebration.

Whether you’re more Château I Bought This to Impress, the Cava It’s All Gonna Spill on the Floor Anyway or Fake Bubbly but I’m Still Gonna Call it Champagne, everyone can relate to these ads.