The spirit of sharing victory
To everyone’s surprise, the Montreal Canadiens eliminated the Vegas Golden Knights in the 2021 Stanley Cup playoffs. To honour his Twitter bet with François Legault, Nevada governor Steve Sisolak announced he would send him a bottle of bourbon. That’s where the Société des Alcools du Québec jumped in.
In a display of true Québécois good nature, the SAQ sent Sisolak a case of gin in the Habs’ three team colours. The initiative was titled “The spirit of sharing victory”, as a nod to the SAQ’s well-known brand tagline “The spirit of sharing”.
Before being shipped out, the box made a quick stop with Premier Legault for an official photo. In just a few minutes, his post garnered several thousands of comments, likes and shares. Governor Sisolak responded by thanking him and welcoming a future matchup between the two teams. Cheers to that!
SAQ
Associate director, e-commerce and content marketing: Corinne Lalonde
Spokesperson, public affairs and communications: Yann Langlais-Plante
Analyst, e-commerce and content: Johanne Morrisseau
COSSETTE
Associate creative director: Olivier Fortin
Art director: Tommy Vincent Mathieu
Copywriters: Philippe Brassard, Vincent Leblanc
Strategy: Mikaël Cossette-Lebleu
Associate director, e-commerce and content marketing: Corinne Lalonde
Spokesperson, public affairs and communications: Yann Langlais-Plante
Analyst, e-commerce and content: Johanne Morrisseau
COSSETTE
Associate creative director: Olivier Fortin
Art director: Tommy Vincent Mathieu
Copywriters: Philippe Brassard, Vincent Leblanc
Strategy: Mikaël Cossette-Lebleu
Product owner: Chloé Guilmette
Production: Marie-Ève Thibodeau
Production: Marie-Ève Thibodeau
