We Don't Do Passive

BioSteelThe Moments In Between

Showing a real side of hockey NHL fans rarely get to experience

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  • Brand & Creative Strategy
  • Media & Investment Strategy
  • Brand & Campaign Creative


  • 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

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

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.





Purchase Intent


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