CCM begins new brand initiative
Hockey equipment company CCM has begun a new international brand initiative. Called “All Out,” the campaign is intended to promote CCM as “the most beloved hockey brand in the world.” It is also intended to raise awareness of the game hockey. The campaign was developed by US-based Solidarity of Unbridled Labour and Lg2 Montreal. The first phase of the initiative consists of online and in-store materials. It focuses on CCM’s association with male and female players and their efforts to improve. Media work is being handled by Carat.
“Hockey players are constantly going all out on and off the ice, pushing their limits to improve,” said Caroline Losson, chief marketing officer at CCM. “The key insight we uncovered is that the road to the next level never ends for these players. Even the most accomplished veterans are still obsessed with getting better. At CCM, we are driven by the same desire to push our performance further and further in order to help them succeed. Our close collaboration with Lg2 has allowed us to completely reimagine our brand to make it hyper relevant to our consumers and ensure that CCM plays a leading role in the evolution of hockey culture.”