The World Cup of Hockey has sent Canadian marketers into a frenzy. From ads on jerseys to marketing activations in the fan village, brands are looking to get in on the action in any way they can.
One of the tournament’s main sponsors, Molson Canadian, has found a way to attract hockey fans in the lead up to the puck drop this weekend. The beer brand has partnered with Babsocks to create a special edition pair of socks featuring the face of Team Canada coach Mike Babcock.
The company is giving away a pair of socks as gift with purchase in cases of Molson Canadian and Coors Light. In total, the promo includes 375,000 cases and will run through early October.
The socks are a new spin on the original Babsocks, a pair of blue socks inspired by Babcock, who also coaches the Toronto Maple Leafs. The socks were designed by Red Lion, which was named AOR on the business earlier this year.
