SAQ's Taste Tag Rollout

The Société de Alcools du Québec, an assocation for the alcohol trade in Quebec, wanted to propel sales whilst also promoting responsible drinking.

SAQ's Taste Tag Rollout

Agency: Sid Lee, Jimmy Lee


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...

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