To support the launch of Domaine Pinnacle’s new premium vodka Quartz, Marketel has created a campaign inspired by nature and the brand’s proud Quebec roots.
The campaign carries the tagline, “Carved North of the 49th Parallel” (“Taillée par le Québec”) and was developed by the Montreal-based shop, which was named agency of record for the brand’s entire portfolio in July. The campaign is Quebec-centric and elements include TV, out-of-home, print, social and digital.
Creative aims to capture Quebec’s natural beauty, and includes photographs and video shot in remote areas of the province. The vodka is made with Eska water, sourced from St. Mathieu esker in an isolated corner of Quebec. Three 10-second TV spots are currently airing and superboards are on display in high-traffic areas of major cities within the province.
According to Jo-Ann Munro, creative director at Marketel, the agency also took its inspiration directly from the mineral itself. Like quartz in its natural state, the bottle is hexagon-shaped, a theme which was carried throughout the work.
“We really went for a very strong aesthetic to create a mnemonic where it becomes about that hexagon shape, that hexagon being the portal window into the Quebec nature where this product comes from, the earth out of which it’s carved,” she said.
The launch of Quartz is the first of a series of campaigns that Marketel will be creating for Domaine Pinnacle, said Munro. Next up are more product launches and some packaging work.
Quartz vodka hit SAQ shelves Wednesday. The campaign launched Monday and will run until Christmas. Plans to expand to the rest of Canada and beyond are in the works.
