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Showing a real side of hockey NHL fans rarely get to experience
![Logo for BioSteel](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Ff8wj5uqt%2Fproduction%2Fcdffb58ab76f0cd5c96eb47a51d178d0bae7fe66-2046x759.png&w=640&q=75)
Services
- Brand & Creative Strategy
- Media & Investment Strategy
- Brand & Campaign Creative
Outputs
- Paid Media Planning
- Tone of Voice
- Campaign Creative
- Branded Film
- Media Buying
- TV & CTV
- Digital Video
As the new official hydration partner of the NHL, BioSteel wanted to excite hockey fans about the partnership, and show how a brand founded by an ex-NHL player sees the game and the power of hydration in ways other competitors simply don’t.
The real drama of the game doesn’t just happen between the blue lines — it happens on the bench, after a line change; in the quiet moments when the right hydration matters most. This is where real time vulnerabilities are felt and strategies are forged, and BioSteel is there for every critical second.
![BioSteel Team](https://cdn.sanity.io/images/f8wj5uqt/production/a2fc4a84b160b00da8c24adc31da8e958c5a9306-1920x1080.jpg?auto=format&fit=max&q=100&w=960)
The film spot “The Moments That Matter” was created for the launch of the NHL season featuring a break in the action between two of the NHL’s top stars — Connor McDavid and Cale Makar. Both using a moment to replenish and rejuvenate, it’s real authentic action, vernacular and tension showed hockey fans a side of the game the cameras often miss.
![The Many](https://cdn.sanity.io/images/f8wj5uqt/production/6c36a5cddcd54577b54806844e170a586aa9b218-1920x1080.jpg?auto=format&fit=max&q=100&w=960)
The Results
Beyond the creative tone set by a challenger brand in a very saturated market, each aspect of the the plan media outperformed partner benchmarks for 2022. In addition, we saw a statistically significant, positive lift in brand awareness, brand favorability, and purchase intent as a result of the campaign.
Awareness
+.%
Favorability
+.%
Purchase Intent
+.%