For over ten years, we helped the SAQ build a rich and distinctive brand promise across all contact points. From mass communication campaigns that drive to store, to the redesign of the website and the redefinition of the overall in-store experience, the SAQ is a great example of how to put commercial creativity at the heart of strategy.
In 2009, we revolutionized the way Quebecers consume wine. This was achieved by introducing taste tags at the SAQ. We started by implementing taste tags for red and white wines. We went beyond the usual means of advertising and promotion to create a new shopping experience. This would democratize the products and encourage customers to try more. We then expanded the taste tags for other wine bottles, to guide customers through their research of ciders, rosés, sparkling wines and champagnes.
After democratizing the wine industry, we decided to take a leap of faith and dive into the fine spirits industry, which is a totally different one. Research had to be done again in order to find tags that matched all the subtleties of the category. However, it was necessary in order to reach our goal of guiding customers in their choices, no matter the products.