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SAQ breaks new campaign

Quebec alcohol retail chain SAQ has begun a new advertising campaign promoting its loyalty program, SAQ Inspire. Developed by Cossette, the campaign uses humour to examine the ways in which consumers select one bottle of wine over another based on their labels. The effort includes television, print, online and in-store advertising to encourage consumers to expand their range of options using the chain’s in-store advisors.

“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,” said Michel-Alex Lessard, vice-president of strategy at Cossette. “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. 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.”

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