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
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...