Bauer Hockey unveiled its “Own The Moment” brand campaign, a fully integrated global initiative that focuses on the numerous moments in hockey that make the sport truly unique and special. The campaign is the first Bauer Hockey campaign in more than 15 years to focus solely on the brand itself.
The effort shines a spotlight on the on-ice and off-ice moments of hockey when teams come together and players better themselves through dedication, hard work and preparation. In addition to highlighting the distinctive and special moments that make up the sport, Bauer Hockey utilized a unique approach to launch the international campaign by focusing the creative execution exclusively on amateur players.
“The ‘OWN THE MOMENT’ campaign connects to our consumers on a personal level because those special moments in hockey are universal to players around the world, regardless of age,” said Kevin Davis, President & CEO, Bauer Performance Sports. “At Bauer, we have been helping players elevate their game and excel in these moments for more than 83 years. By focusing the launch of the campaign solely on the youth players, we have definitely struck a chord because those kids live these moments each day and can envision themselves in each and every moment.”
The fully integrated campaign features a comprehensive print media buy as well as an in-depth digital experience, through Bauer.com and Bauer Hockey’s social media channels. The initial phase of the campaign aims to spread the “OWN THE MOMENT” philosophy and mantra as well as drive consumers to submit videos of their moments for a chance to be featured in an upcoming Bauer Hockey global television commercial. The television commercial will debut during the IIHF Ice Hockey World Junior Championship in late December and is also scheduled to run nationally during the 2013 NHL Winter Classic in both the United States and Canada.
In addition to its focus on amateur players to launch the campaign, Bauer Hockey plans to unveil additional creative elements in the coming months that feature some of the game’s best players including Steven Stamkos, Alex Ovechkin, Claude Giroux, Henrik Lundqvist, Patrick Kane and Jonathan Toews to name just a few.
“‘OWN THE MOMENT’ is much more than an advertising campaign, it is a culmination of nearly two years of brand refinement and consumer research to develop a campaign that not only connects to players of all ages but also clearly defines what Bauer Hockey stands for as a brand,” said Steve Jones, Director of Global Marketing and Brand Strategy, Bauer Hockey. “This campaign is already resonating with our core consumers as well as our top professional players and will be an important element of our overall marketing mix for years to come.”
