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Domaine Pinnacle breaks Quartz launch campaign

Domaine Pinnacle has begun a launch campaign in Quebec for its new vodka brand Quartz. The campaign, developed by Marketel of Montreal, makes use of the tagline, "Crafted in Quebec." This is the agency's first work for Domaine Pinnacle since winning its account in July. The initiative focuses on the source of the water used in the vodka, a glacial esker in the province. The campaign includes television, out-of-home and print advertising, as well as social media and digital activities. Marketel also conducted the media planning and buying for the campaign, as well as accompanying public relations and a launch event last week. The company plans to extend the campaign into the rest of Canada and into international markets in the future.

"Positioning, designing and writing content for the world's purest vodka opens the door to a world of creativity every agency dreams of," said Sébastien Pelletier, creative director at Marketel. "The challenge in a category where image is everything is to deeply understand the brand's essence and uncover the best way to illustrate its core DNA. Our campaign for Quartz is inspired by the remarkable craftsmanship and care put into the product as well as the brand's Quebec roots. There is the aura of fine craftsmanship, which is key. One of the cornerstones of the creative [is] the distinctive hexagonal shape of the bottle, which plays a key role in all of our work. Photo shoots took place across the province to capture gorgeous, evocative images and create a visual identity that is very organic and Quebecois."

According to Marketel, this is the first of a series of campaigns it will create for Domaine Pinnacle over the next several months.

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