Who hasn’t heard of this unique aperitif wine? To help Quebecers re-discover this high-quality product, international marketing and communication firm Sopexa, which specializes in the agri-food industry, asked us to work with it to refresh the brand image of the producers association by choosing an ambassador and deploying an outreach campaign in Quebec.
Christian Bégin, a natural spokesperson
The association between Pineau des Charentes and Christian Bégin was a natural step in the process. On the one hand, Christian was already including Pineau in his cocktails, and on the other, the brand was honoured to have such an accomplished chef among its admirers!
"Un petit verre de Pineau?"
A lighthearted, impactful French-language concept was deployed via an integrated campaign: superboards, street displays, marketing initiatives in social media and magazines, and more. Cocktail recipes were developed in collaboration with Christian, much to the delight of his fans and those of the brand. And with the Holiday Season approaching, a “little glass of Pineau” was a tantalizing offer!
Online content marketing
The groundwork we carried out enabled us to develop value-added content for enthusiasts of the brand. An annual timetable was produced and deployed, while investments in social media spread the word about the brand across Quebec. You could say the campaign drew a lot of “Cheers!”
« This was the kind of photo session that just naturally flows. Christian is a true gentleman, and I could not be happier with the results that the campaign visuals delivered. »
Emmanuel Bégin, Partner, Vice-President and creative director
