Pairs Perfectly by Ontario Wine Council Fights for Changes
Meghan Young — February 4, 2015 — Marketing
References: pairsperfectly & winesinniagara
The Ontario Wine Council has created the Pairs Perfectly campaign to give customers a voice when it comes to private wine stores. The Canadian government currently buys and sells liquor in one single organization, the LCBO, which is a different system than those found in other provinces. The Pairs Perfectly campaign encourages people to stand up for change.
Although it targets voters and consumers on a more serious note, the Pairs Perfectly campaign interacts with them on an important issue that could affect their shopping experience in a big way. Hillary Dawson, present of the Ontario Wine Council, says, “Why this option is important is because it is one that truly embraces the principles that the consumer wants--they want a range of shopping experiences in addition to those at the LCBO, delivered in a socially responsible way, and in a way that allows the government and the LCBO to grow its contribution to the economy without building more stores."
Although it targets voters and consumers on a more serious note, the Pairs Perfectly campaign interacts with them on an important issue that could affect their shopping experience in a big way. Hillary Dawson, present of the Ontario Wine Council, says, “Why this option is important is because it is one that truly embraces the principles that the consumer wants--they want a range of shopping experiences in addition to those at the LCBO, delivered in a socially responsible way, and in a way that allows the government and the LCBO to grow its contribution to the economy without building more stores."
Trend Themes
1. Privatized Wine Stores - The Pairs Perfectly campaign highlights the demand for private wine stores and the need for changes in the current system.
2. Consumer Advocacy - The campaign empowers consumers to voice their opinions and advocate for a range of shopping experiences.
3. Social Responsibility - The Pairs Perfectly campaign promotes socially responsible ways of delivering wine to consumers and contributing to the economy.
Industry Implications
1. Government and Public Administration - There is an opportunity for governments to review their liquor regulation systems and consider privatizing wine stores.
2. Retail and Wholesale - The wine industry can benefit from the emergence of private wine stores, offering consumers a wider range of shopping experiences.
3. Marketing and Advertising - Marketing agencies can assist the Ontario Wine Council in spreading awareness about the benefits of privatized wine stores through campaigns like Pairs Perfectly.
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