Revolutionary Spirits: A bold campaign to reach Quebec alcohol lovers
In the spring of 2022, we and Historia launched the documentary series Soif de révolution (10X30 minutes). Directed by Nicolas Houde-Sauvé and produced by Marie-Pierre Corriveau, the series offers a glimpse into the world of Quebec’s alcohol pioneers, and the day-to-day lives of the passionate people who work hard to develop and produce local spirits.
Revolutionary Spirits
A good way to think about a promotional campaign is to get back to the essence of the project you want to promote.
In the case of Soif de révolution, the intention was to highlight the revolution taking place in microbreweries, vineyards and microdistilleries, which is transforming the landscape and the lives of Quebecers.
Boldness in promotional items
We set out to find a way to reach our core target audience: fans of Quebec spirits. That’s how we came up with the idea of creating promotional material to be distributed by the same suppliers who distribute Les Grands Bois microbrewery beers. But what would it be? A poster, a flyer… That’s when the Historia team came up with the idea of producing a coaster! The broadcaster commissioned the production of over 24,000 coasters, which found their way into every convenience store where the products of the series’ protagonists could be found.
A tasting session to hook journalists
To attract journalists, we offered a screening followed by a tasting of the products of the series’ protagonists.
To appeal to both mainstream and trade journalists, we worked with a press relations officer specializing in the restaurant and gastronomy sector. This took the form of interviews with Le Devoir, Patrick Lagacé’s show and other radio stations, as well as articles by bloggers passionate about the work of Quebec’s alcohol producers, such as Sarah Apéro for Le Coup de Grâce.
The event generated over 25 articles and 10 radio and TV mentions.
