Joffrey Lupul is a mustard guy, but Brendan Gallagher prefers ketchup.
These are just two of the random facts viewers can learn about the popular NHL players, who star in a new L’Oréal Paris video series for its Men Expert line of skincare and haircare products.
In the videos, Lupul (Toronto Maple Leafs) and Gallagher (Montreal Canadiens) answer 22 questions about hockey, lifestyle and grooming, like “Gretzky or Lemieux?” “What’s your favourite midnight snack?” and “Do you know what exfoliating means?”
A highlight reel of the videos will be featured on NHL.com and YouTube.com, while the full videos are posted on MenExpert.ca. Fans are invited to share their reactions on social media using the hashtag #22RandomFacts. A video with Alexandre Burrows from the Vancouver Canucks will launch in February.
The campaign is the brand’s first NHL-focused campaign since announcing a three-year multi-million dollar sponsorship with the NHL and NHLPA late last year.
In addition to the new video series, the sponsorship includes a monthly contest where fans can go to MenExpert.ca for a chance to win four NHL tickets to any regular-season game of their choice.
“We have created this humorous, original content — combining men’s passions for hockey and entertaining online videos — to highlight Men Expert’s position as the NHL and NHLPA’s official skincare and haircare brand, as well as the go-to grooming brand for men,” said Amelie Fortier-Cyr, brand director for L’Oréal Paris Men Expert, in a release.
Toronto-based Cowan & Company is handling PR for L’Oréal Paris Men Expert. Marketel conceived and produced the spots.
