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

PepsiCo and InterCon Hotels execs embrace ‘The Many’

C2 Montréal invites brands to discuss how they're putting consumers in charge

Wonderbra pushes modern look in new campaign

77-year-old brand aims to attract new consumers with fresh imagery

How Google’s ‘agency for agencies’ tells brand stories

The managing director for The Zoo opens up at C2 Montréal

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Shinola’s expansion into Canada gets a PR boost

Detroit-based manufacturer looks to settle in Toronto with help from ASC Public Relations

Canada Goose to open Toronto, New York retail stores

The luxury outerwear brand is investing in its first-ever standalone locations

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor

Belairdirect heads to medieval times in its new campaign

The brand is going back in time to show how easy insurance has become

Etsy’s Chad Dickerson defines the brand he wants to build

The maker marketplace's CEO talks growth and good business practices