SAQ's Taste Tag Rollout

Agency: Sid Lee, Jimmy Lee

SECTION I – BASIC INFORMATION

Business Results Period in Consecutive Months: June 2009 – June 2010

Start of Advertising/Communication Effort: June 2009

Base Period as a Benchmark: June 2008 – June 2009

Geographic Area Covered: Québec

Annual Budget Range: $1 – $2 million

Executive Summary:

The Société des Alcools du Québec (SAQ) is a provincially-owned corporation responsible for the trade of alcoholic beverages in Quebec.

Despite having a commercial mission to sell wine, beers and spirits, the SAQ also needs to demonstrate social responsibility. It thus faces an unusual challenge: propel sales without encouraging an overall increase in alcohol consumption.

This document describes the launch and roll out of "Taste Tags," a new communication tool that helps consumers identify their wine profiles and cultivate their knowledge of wine, thereby making it easier to sell. Taste Tags were implemented on all regular wines at SAQ (more than 1,000 bottles in inventory).