Communications for the cream of the local crème de menthe crop

Les Subversifs are pioneers in the world of Quebec spirits. After a first gin distilled entirely in Quebec, the product line naturally grew to include crème de menthe. First a white one, Isabelle, made with organic peppermint and grain alcohol, then a green one, Eva, enhanced with Labrador tea. Arthur, the pink one flavoured with wintergreen, evokes the classic peppermint candy. It joined the duo a few years later. The latest addition, Émilie Glaciale, comes in a polar blue that matches its refreshing notes of lemongrass and ginger. Each Les Subversifs product bears the name of a figure who left their mark on Quebec through subversive acts. Their portraits appear on the bottles, painted by the socially engaged artist Marc Séguin.

Crème de menthe is seen by many as an outdated product: we all have a childhood memory of our aunts sipping their crème de menthe after Christmas dinner. Les Subversifs created delicious recipes, made with local ingredients worthy of revitalizing this spirit for a new generation, while keeping the nostalgia alive for older ones.

With November being mint month, it was the perfect occasion to launch a large-scale campaign, right before the holiday season, to bring this homegrown spirit back to the forefront of family celebrations.

The mission

1. Grow awareness of the products in the line

2. Dispel preconceptions about “auntie’s” crème de menthe

3. Propose impactful communication tools

1. Inspiring window displays at the SAQ

In partnership with La Rep, who handles SAQ distribution for Les Subversifs, we selected around ten outlets to install visuals in their windows over the winter. Even before stepping inside, shoppers were charmed by the aesthetic of the bottles and their complementary colours.

2. A web page dedicated to the cream of the crème de menthe crop

The cremedementhe.ca web page was designed to tell the story behind one of Quebec’s most beloved beverages. The flavour profile of each crème de menthe is presented alongside the biography of the person who inspired its name. Cocktail ideas are also offered, and a link lets visitors pick up the bottles at the SAQ. As new products launch, industry news and delicious recipes, tested and approved by the team, will keep the page alive.

3. Engaging radio spots

Presentations of each product in a festive, nostalgic setting were created to air between late November and mid-December on the Cogeco network stations across Greater Montreal, Quebec City, Trois-Rivières, Sherbrooke and Saguenay–Lac-Saint-Jean. A digital presence in the form of banners and pre-roll on that network also rounded out the campaign. A separate spot featuring the entire product line aired on both WKND and the Cogeco stations.

Listeners were invited to enter the advent calendar contest for a chance to win a tasting set featuring all four crèmes de menthe, cut glasses and Christmas candies. A live tasting also took place on CKOI and Rythme 102.9 a week before Christmas.

4. Social media and newsletter support aligned with the campaign

The editorial calendar showcased the product launches, festive recipe ideas and subversive tips for a successful holiday season.

Looking for an idea to put your product front and centre? Get in touch with us, we have plenty of ideas for you!