PepsiCo Scores with Hockey Fans Across the Country

FEBRUARY 10th-25th, 2020 | MONTREAL

For many years now, PepsiCo has been an important partner of the NHL and the NHLPA (National Hockey League Players’ Association). Leveraging an undying passion for hockey, PepsiCo is deploying exceptional ad campaigns, partnerships and sponsorship activations designed to cement the relationship between fans and the many assets in the league’s brand portfolio.

After unveiling a national brand image campaign on TSN to launch its new Pepsi Zero Sugar product (previously unknown as Pepsi Max), PepsiCo was now looking to capitalize on the free-agent transaction deadline to make a splash in the Francophone market. Our Media Creativity team came up with an innovative multiplatform proposal allowing PepsiCo to integrate its brand to our content, with visibility throughout our day-long coverage aimed at maximizing target audience touchpoints.

Using platforms that perfectly complemented one another, the strategy obviously put RDS front and centre as Quebec’s ultimate sports authority in terms of news, as well as expert analysis and commentary.

  • TV: RDS featured Pepsi Zero Sugar integrations on its various sets, as well a co-branded imagery, throughout the 2020 transaction deadline day
  • Digital & Social: Daily visuals highlighting different rumours and trades were showcased in Facebook and Instagram stories on the RDS and ÉNERGIE 94.3 accounts, and banners appeared at
  • Out of Home: Whenever a deal went down, an eye-catching “Transaction Alert” visual – with RDS and Pepsi Zero Sugar branding – popped up in real time on Astral’s large-format digital network in Montreal, as well as in the metro. Throughout the campaign period, visuals also appeared in restaurants and bars from the Astral Lifestyle network. And to top it all off, transaction-day coverage was broadcast live in Montreal’s Central Station on February 24.

Media Agency: OMD
Creative Agency: BBDO

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