---
title: "The Moments in Between: BioSteel NHL Launch"
url: https://stacklist.com/card/13bbab7b-b5d4-4e75-8210-0e5d9da8d90c
source_url: "https://themany.com/projects/the-moments-in-between"
stack: https://stacklist.com/c/business/stack/cf4ffe1e-56ad-41eb-be08-a7ea9f0b2d31
summary: "BioSteel's NHL partnership campaign 'The Moments That Matter' showcases the real drama of hockey through intimate bench moments between star players Connor McDavid and Cale Makar. The campaign achieved significant lifts in brand awareness, favorability, and purchase intent while outperforming media benchmarks."
tags: "sports-marketing, nhl, biosteel, branded-content, campaign-strategy, video-production, brand-partnership"
key_entities: "BioSteel (organization), NHL (organization), Connor McDavid (person), Cale Makar (person), hydration-partnership (concept), NHL season launch (event)"
classification: "analysis"
content_hash: "sha256:5939d0c66a332112dc78c44d43344cda3a19bfdbb5a7609c35f21f3c446bd5aa"
acp_version: "0.2"
token_counts_approximate: 510
visibility: public
agent_accessible: true
status: "final"
---

# The Moments in Between: BioSteel NHL Launch

Showing a real side of hockey NHL fans rarely get to experience Services Brand & Creative Strategy Media & Investment Strategy Brand & Campaign Creative Outputs Paid Media Planning Tone of Voice Campaign Creative Branded Film Media Buying TV & CTV Digital Video As the new official hydration partner of the NHL, BioSteel wanted to excite hockey fans about the partnership, and show how a brand founded by an ex-NHL player sees the game and the power of hydration in ways other competitors simply don’t. The real drama of the game doesn’t just happen between the blue lines — it happens on the bench, after a line change; in the quiet moments when the right hydration matters most. This is where real time vulnerabilities are felt and strategies are forged, and BioSteel is there for every critical second. The film spot “The Moments That Matter” was created for the launch of the NHL season featuring a break in the action between two of the NHL’s top stars — Connor McDavid and Cale Makar. Both using a moment to replenish and rejuvenate, it’s real authentic action, vernacular and tension showed hockey fans a side of the game the cameras often miss. The Results Beyond the creative tone set by a challenger brand in a very saturated market, each aspect of the the plan media outperformed partner benchmarks for 2022. In addition, we saw a statistically significant, positive lift in brand awareness, brand favorability, and purchase intent as a result of the campaign. Awareness + . % Favorability + . % Purchase Intent + . % Have a similar project in mind? We’d love to talk about it. Contact Information Name* Email* Phone* Subject* Select an option... Project Details Message* Solutions of Interest Brand & Creative Strategy Social & Content Strategy Media & Investment Strategy Measurement & Analytics Strategy Brand & Campaign Creative Always-On Fast Media & Creator Content Creator Content Branded IP & Programming Media Execution & Reporting Breakthrough Experiential Submit Inquiry