Cold-FX has teamed up with Strategic Objectives to celebrate the natural cold remedy brand’s 20th anniversary.
Building on the brand’s hockey heritage, Strategic Objectives created the inaugural Cold-FX National Table Hockey Tournament in four regional markets: Vancouver, Edmonton, Toronto and Halifax. Canadians are invited to go online, register for an event and compete for the chance to win cash prizes. Each participant is asked to bring a non-perishable food item to support their local food bank.
The Toronto event will take place on Oct. 30 at the Hockey Hall of Fame, where Don Cherry, a former spokesperson for the brand, will crown the winner. Cold-FX also released a special Cold-FX 20th anniversary edition DVD of Rock ’Em Sock ’Em Hockey with Don Cherry.
“We wanted to celebrate the brand’s DNA and Canadians’ love of hockey,” said Judy Lewis, co-founder and executive vice-president of Strategic Objectives. “Cold-FX is a Canadian innovation and it has always been associated with hockey. So with its 20th anniversary, we wanted to salute hockey and engage and thank our loyal consumers. We felt that it was appropriate this year to go beyond professional and grassroots hockey and develop an innovative program that would be family-friendly.”
The tournament is Strategic Objectives’ first campaign for Cold-FX, which is owned by pharmaceutical company Valeant Canada. The PR firm started working with Swiss Natural, a natural supplement brand under Swiss Herbal, about three years ago. That company was acquired by Valeant Canada last year. Strategic Objectives was then hired to handle PR for the Swiss Natural, CeraVe and Cold-FX brands.
