Who: SAQ and Cossette, with Cossette Média, Gorditos (production), Shed (post), Studio Lamajeure (sound) and Parade (brand activation).

What: “Get more inspired/Faites des choix plus inspirés,” a bilingual campaign promoting the Quebec liquor board’s four-year-old loyalty program, SAQ Inspire.

When & Where: The campaign includes TV, digital out-of-home and print ((Le Journal de Montréal, and Le Journal de Québec), as well as online and in-store elements.

Why: While the Inspire program is already well-known among Quebecers, the goal is to showcase the benefits that consumers might not be aware of. It uses a combination of members’ purchase history, taste profile and personalized offers to help them make selections that are better suited to their tastes.

How: The campaign is built on the insight that many customers don’t make informed decisions when shopping at the SAQ. It uses faux labels that humorously explain people’s reason for selecting the wine or spirit they did, such as “10 years of buying the same thing,” “I grabbed the first one I saw,” or “Not that many left so… must be good.”

And we quote: “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. 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.” — Michel-Alex Lessard, VP, strategy, Cossette