Watch This: Nobody remembers those who were average (L’Oreal)

L’Oréal released its first NHL Life video Thursday, part of a series of short documentary-style films of NHLers for its Men Expert brand. Montreal’s P.K. Subban is the first subject to be revealed, though the project’s website shows we’ll also see profiles of coaches, general managers, league executives, veterans and prospective players. “We felt we […]

L’Oréal released its first NHL Life video Thursday, part of a series of short documentary-style films of NHLers for its Men Expert brand.

Montreal’s P.K. Subban is the first subject to be revealed, though the project’s website shows we’ll also see profiles of coaches, general managers, league executives, veterans and prospective players.

“We felt we needed to connect with men in a different way,” said Pascal Desroche, L’Oréal’s marketing director, in an interview with Marketing earlier this week. “The [challenge] is not only to sell our products, it’s also making sure that the category is better known. One of the most efficient ways to talk to men is through sports, connecting with them through the strong [affinity] they have with hockey.”

Brands Articles

Millennial-ized market means Kraft Dinner is now KD

Low-risk name change drives brand update across 27 products

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Shopify to spend more to grow ahead of holiday season

Despite Q2 loss, revenue nearly doubles from a year ago

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips