Case Study: BioSteel boosts NHL brand awareness and intent with The Many

BioSteel boosts brand awareness, favorability and purchase intent with The Many

BioSteel, a sports hydration company and the new official hydration partner of the NHL, faced the challenge of exciting hockey fans about the partnership. They needed to differentiate themselves in a saturated market by showing how their brand, founded by an ex-NHL player, understands the game and the critical role of hydration in a way other competitors do not. They partnered with the agency The Many for brand and campaign creative services.

The Many created an authentic film spot titled "The Moments That Matter" for the NHL season launch. The campaign focused on the quiet, critical moments on the bench between shifts, featuring stars Connor McDavid and Cale Makar, to show a side of the game fans rarely experience. The media plan from The Many outperformed partner benchmarks and achieved a statistically significant lift in brand awareness, favorability, and purchase intent.

BioSteel