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What Québec Wants™
President of Toronto consultancy Headspace Marketing Inc.
Recent Activity
Life Uncomplicated
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Our What Québec Wants survey identified five Connectors. These Connectors greatly influence how Quebeckers relate to the world around them as people and as consumers. Brands that align their appeals with these connectors have a greater chance of establishing deep... Continue reading
Posted 2 days ago at What Québec Wants™
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Yelloweek - It’s bubbly week in Montréal.
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Its promoters call it YellowWeek. I call it a six-day long promotional and sampling program. French Champagne producer Veuve Clicquot, the brand creating this event to promote itself, is dubbing it a “tribute to creativity” showcasing gastronomy, arts, fashion and... Continue reading
Posted May 14, 2013 at What Québec Wants™
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Nutrition Inc. - Under the influence of Christine Avanti and Isabelle Huot.
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Meet celebrity nutritionist Christine Avanti. She’s everywhere - including a show on the Food Network and a book titled “SKINNY CHICKS EAT REAL FOOD”. She’s quintessential Hollywood. Her profile states that she is a classically trained French chef, Certified Nutritionist,... Continue reading
Posted May 10, 2013 at What Québec Wants™
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Dr. Pepper in Québec - It’s just liquor.
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Thirty years ago when I started my career at Y&R, the New York office had recently created a campaign for the iconic soft drink. It had an original song that stuck: “I drink Dr. Pepper. It’s the perfect taste for... Continue reading
Posted May 8, 2013 at What Québec Wants™
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Celebrity endorsements in Québec
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An excerpt from an article by Jeff Heinrich published in The Montreal Gazette. “In English Canada, where most of the decision-makers are for national brands, there’s a default position when it comes to Quebec that you need a local spokesperson,... Continue reading
Posted Apr 20, 2013 at What Québec Wants™
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A unique aspect of Montréal’s poster landscape
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We like to say that successful brand building in Québec has a lot to do with knowing when to adopt, adapt or create for the market. Here’s a creative adaptation we’ve done of a great campaign for Emergen-C developed by... Continue reading
Posted Apr 19, 2013 at What Québec Wants™
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Oprah’s cup of (Montreal) tea
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It’s called the Oprah effect. That’s how Time Magazine described it: Do you have a product to sell, a book to publicize, a new diet to promote? Or perhaps you have aspirations to become the next President of the United... Continue reading
Posted Apr 13, 2013 at What Québec Wants™
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Bilingual magazine. Not so bilingual ads.
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Today's issue of The Globe and Mail was delivered with CHIC, the magazine for Hôtels Boutique Le Germain and alt Hotels. Like most magazines for airlines and hotels, its editorial is bilingual. Consequently the ads are also, for the most... Continue reading
Posted Apr 9, 2013 at What Québec Wants™
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Organic products perceived to be healthier and tastier.
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Interesting article by Susan Krashinsky in the Globe & Mail today about the findings from a study to be published in the July issue of Food Quality and Preference. On a related note, les Aliments du Québec recently unveiled a... Continue reading
Posted Apr 3, 2013 at What Québec Wants™
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April Fools’ Day and the April Fish in Québec
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Those who are fooled on April 1 in Québec are called the “Poisson d’avril” (the April Fish). In France, a common prank (especially among school-aged children) is to place a paper fish on the back of an unsuspecting person. When... Continue reading
Posted Apr 1, 2013 at What Québec Wants™
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Unknown celebrity
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Sears-owned Corbeil Appliance‘s decision to use its long-time Québec spokesperson Yves Corbeil in its Ontario advertising is puzzling. Yves Corbeil is a very familiar face in Québec. He began his career as a television host in 1964 and has since... Continue reading
Posted Mar 31, 2013 at What Québec Wants™
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Missing Target
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Like most Canadians, I was hoping to discover the same Target I’ve experienced in the US. So I visited a six day old Target store in Toronto this morning. I’m sure the retailer will eventually resolve the supply issue but... Continue reading
Posted Mar 23, 2013 at What Québec Wants™
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Joyful Living in the kitchen and in the bedroom
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You may remember the 1986 movie The Decline of the American Empire. It won numerous awards and was nominated for the 1986 Academy Award for Best Foreign Language Film. It’s the story of eight intellectual friends - four men and... Continue reading
Posted Mar 15, 2013 at What Québec Wants™
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Nutritional labels - informative only if you understand them.
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Two years ago, Time Magazine ran a piece entitled “Building a Better Label”. It claimed that some food labels are designed to inform consumers while others are meant to confuse and seduce. The article was prompted by the FDA’s “request... Continue reading
Posted Mar 13, 2013 at What Québec Wants™
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Promoting local food provenance increases market share in Québec.
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This logo is visible on the packaging of many food products in Québec. It has become a widely recognized sign of local provenance since it was first introduced in the late 90’s. Findings from our recently released What Québec Wants... Continue reading
Posted Mar 11, 2013 at What Québec Wants™
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Pepsi’s global “Live for Now” campaign in Québec?
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Twenty years ago Ries and Trout wrote a great little book called The 22 Immutable Laws of Marketing. One of the laws, the Law of Focus, states that “the most powerful concept in marketing is owning a word in the... Continue reading
Posted Mar 7, 2013 at What Québec Wants™
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An animal skin for a human skin - the motto of Hudson's Bay
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The new (old) logo is being praised as a smart move by the American-owned iconic Canadian retailer. The French version is nice too albeit longer which means a smaller font on the website: LA BAIE D'HUDSON However, upon closer examination,... Continue reading
Posted Mar 7, 2013 at What Québec Wants™
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Looking after number one.
Remember when we sang about wanting to teach the world to sing in perfect harmony and buying the world a Coke? The 1970 spot for Coke, even if it were updated for today, would likely resonate less with French Quebeckers... Continue reading
Posted Mar 7, 2013 at What Québec Wants™
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What if we made life simpler?
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That’s the question asked by the magazine L’actualité on its cover last month. This is the answer we got a few months earlier in response to our What Québec Want™ survey. We asked 3,030 Canadians how important or unimportant this... Continue reading
Posted Mar 5, 2013 at What Québec Wants™
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Quebec market tricky for outsiders
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Excerpt from an article by Susan Krashinsky in the Globe and Mail. The research by Headspace Marketing Inc. surveyed 3,000 people to identify consumer sentiment in Quebec versus the rest of Canada. It found that brand loyalty -- and an... Continue reading
Posted Mar 4, 2013 at What Québec Wants™
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More social. Less networked.
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French Quebeckers are a social bunch. And they know it. Our What Québec Wants™ study reveals that 62% of French Quebeckers self-describe as “social” compared to only 39% of Canadians in the ROC. While French speaking Quebeckers are more social,... Continue reading
Posted Mar 4, 2013 at What Québec Wants™
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Sang-Froid
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What do you get when you cross old Québécois myths and a PC game? You get Sang-Froid, Tales of Werewolves. A video game PC Magazine praised for its “wonderfully vibrant art direction”. The game is the brainchild of Yan Pépin,... Continue reading
Posted Mar 3, 2013 at What Québec Wants™
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Schwartz's - A market in the hole
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Marketers usually ask if there’s a hole in the market. The real question is often whether there’s a market in the hole. When you pay $10 million for a famous hole-in-the-wall, you’re betting there’s a market in the hole. That’s... Continue reading
Posted Mar 1, 2013 at What Québec Wants™
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Target Canada showing signs it will know when to adopt, adapt or create for Québec
The retailer’s first television spot unveiled last weekend during the Oscars in English and La Voix in French uses the same video but the French audio is distinctly québécois. The music track was created by Alfa Rococco - the Québec... Continue reading
Posted Feb 26, 2013 at What Québec Wants™
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Dare to protect a trademark.
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A small shop in Sherbrooke, Québec called Choco-Là makes and sells a soft-centered cookie made with butter, caramel and a chocolate coating. Not only is it similar to the iconic Whippet sold by Dare Foods, according to this Globe and... Continue reading
Posted Feb 9, 2013 at What Québec Wants™
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