Montellier clarifies its name
9/19/2024
Work
by
Cossette
Montellier collaborated with Cossette to launch a campaign that proudly celebrates the Quebec origins of its carbonated natural spring water. The brand plays on the fact that people often confuse “Montellier” with “Montpellier,” turning this honest mistake into a strategic asset.
The campaign features an average Quebec family playfully debating whether it’s “Montellier” or “Montpellier.” Marilou—founder of the brand Trois fois par jour and Montellier’s new ambassador—appears in the spot, adding the kind of authenticity and relatability that resonate with Quebecers.
It’s a common error, so why not make fun of it and use it to our advantage? Our approach is simple, fun and perfectly in keeping with our strategy.
Richard Rochette-Villeneuve, Vice-President, Creative at Cossette
The popularity of local products is on the rise in Quebec. Montellier isn’t yet seen as a local brand, so this little mix-up is an opportunity to set us apart from global giants and anchor ourselves in consumer habits in the province.
Émilie Coulombe, Sales Director at Montellier
The campaign runs from September 9 to December 23, 2024, mainly in Quebec. Thanks to a variety of touchpoints including TV, web and integrated sponsorships, we’ll remind our audience that Montellier is proudly québécois!
Credits
Montellier
Sales Director: Émilie Coulombe
Marketing and Communications Director: Marie-Pierre Côté
Marketing Coordinator: Carol-Anne Côté-Soucy
Cosette
Senior Vice-President and General Manager, Quebec: Marie Vaillancourt
Vice-President, Business Lead: Zoé Béland
Vice-President, Creative: Richard Rochette-Villeneuve
Copywriter: Zoé Forest-Paradis
Art Director: Jasmin Brochu
Director, Strategy Lead: Daphné Brunelle
Account Supervisor: Pierre-Antoine Lavoie
Senior Broadcast Producer: Alexandrine Perras (Septième)
Production House: Cinélande
Director: Jean-François Asselin
Executive Producer: Sophie Gérard
Post-Production: POST430
Sound: Circonflexe