Quebec

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The Sleeman story

Sleeman’s 1996 move into Quebec is now famous.

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Hardware heats up

Rona looks to double market share while Réno Dépôt goes on the block

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Krispy Kreme goes to Quebec

Word-of-mouth marketing has proved remarkably effective for doughnut superstar Krispy Kreme, but until now, the word only came in one official language. As Markham, Ont.-based KremeKo. prepares for its grand opening in Quebec this May, that situation is on the mend.

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Ones to watch

In Quebec, the cult of celebrity runs deep, and the cult of celebrity endorsement runs even deeper.

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Is Quebec getting its share?

Media time costs less in Quebec and there is more of it. So why aren’t advertisers biting?

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The Quebec edge

Product placement in Canada is not nearly at the level it is at in the U.S., where much of our film and TV entertainment is created, but we do have an indigenous placement hot spot in Quebec – a province that is largely self-sufficient entertainment-wise.

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Quebec places bigger premium on creative executions

Although the controversy surrounding the likes of Group Everest or Groupaction made some dramatic headlines, the real story in the Quebec ad community was a more than healthy fiscal year and a plethora of creative successes.

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Dialing into youth

Quebec’s Consumer Protection Act, which bans advertising to kids under 13, has been in effect since May 1980. It’s the only legislation of its kind in North America and it prohibits any marketing in all media – in no uncertain terms, despite the more recent appearance of the Internet and other forms of interactive media.

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The Axe effect

On Aug. 22 Canadians were finally inducted into the exclusive club of 60 countries where Unilever’s Axe deodorant body spray is now available. Since then, the men’s product has been flying off the shelves, in spite of its hefty price tag ($6.99 to $7.99).

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Antics on the farm

Farmers get to goof off in a new campaign for Montreal-based Carriere Foods. The company’s Arctic Gardens brand is selling ‘fresh frozen’ food – that is, vegetables that are frozen within two hours of harvest – by showing farmers cooking up weird ways to pass their new-found free time.

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‘The hardest we’ve ever hit’

The beer war between Labatt and Molson is ongoing, but it looks like the next battle will be in Quebec.
Molson Breweries has come roaring out of the gate in that province with a repositioning of several key brands, plenty of new advertising and promotional activity, and a few new products tossed in for good measure – including a line extension to the most popular brand in the province.

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Meeting the challenge head on

Four flannel-clad hunters sit hunched around a table in a cabin; laughter and congratulatory back-slapping erupt as they revisit their latest exploit.
Above them on the wall is the prey: a moose. But it’s not your average hunting trophy. A shattered car windshield still hangs around its neck – the hunters laugh some more.

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Quebec’s ad industry succeeds by focusing on the domestic market

Benoit Brière is one of the most successful advertising pitchmen in Quebec. During the past decade he has portrayed dozens of zany characters in about 100 commercials for Bell Canada, a record of durability that few in the country can match.
But Brière – whose body of work is known in local ad circles as Bell Canada’s ‘Mr. B’ campaigns — has achieved this success despite the fact that he is largely unknown outside the province.

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Quebec success story proves CRM strategy can work even for smaller businesses

Les Ailes de la Mode is a Quebec retail brand that has built its name around customer relationships. The specialty department store considers customer relationships not as a marketing strategy necessarily, as much as an overall experience, points out VP of marketing, Claude Fortin.
‘We are here to build a very good personalized experience – it’s not just a matter of marketing strategy, it’s our mission,’ he says of the specialty department store. The shopping experience, says Fortin, includes ‘little extras’ like free coat check, free shoeshine, baby feeding rooms, a highly trained staff (and more of them on the floor) and a place for people to go to read the newspaper.

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How is Quebec’s direct creative distinct?

Roger Dubois