Several years ago, Labatt USA approached Proforma to work on their winter promotion. The theme “Real Pond Hockey” was inspired by Labatt’s Canadian roots. The promotion was launched at the nationally televised NHL Winter Classic outdoor hockey game. The promotion continued to be featured at the “Labatt Blue USA Pond Hockey Championships” which included 144 teams, 18 rinks and 1 big frozen lake in Eagle River, WI. Labatt was looking for Proforma’s expertise in selecting more than 50 promotional products to accompany this large-scale promotion.
Proforma suggested a number of hockey-themed items including table top hockey games, custom decorated hockey goals, sticks, jerseys and trucker caps. The star of the program, however, was the “toque,” or fleece cap, in the shape of a hockey helmet. Proforma recommended kicking off the “Real Hockey Program” with an “in-pack promotion,” where these hats were inserted into Labatt Blue beer cases so that fans everywhere would have the hats on hand for both tournaments. The in-pack promotion was featured in a television commercial with NHL players wearing the hats as well.
The campaign was a huge success and Labatt USA learned they could put their trust in Proforma, negotiating a three-year contract for Proforma to provide solutions for all manufacturing, warehousing and distribution of Labatt’s promotional and print merchandise.