The SAQ extends a lighthearted invitation to discovery

This unscripted communications campaign features real SAQ customers casually describing their preferences, revealing a vast range of personal tastes.
As we all know, the wide world of wines and spirits can be an intimidating one. This initiative evokes the SAQ Inspire program’s raison d’être, which is to help consumers better understand their tastes and use that information to personalize their purchases. By presenting real situations that customers may encounter, the TV spots illustrate the ways in which the program can guide people and allow them to receive better in-store recommendations.
By showing how easily folks can make new finds, Cossette reinforces the SAQ’s positioning as an open-minded and inclusive brand that’s attentive to their audience. This is actually the company’s first time collaborating with their staff and clientele for a TV campaign, which humanizes the program and makes its benefits feel more concrete by using real people and real SAQ advisors.