Leave the stink at the rink.

To help launch Canada’s first value brand liquid detergent that fights odour, our strategy was stinkingly good: connect with hockey moms and prove how well it works. After all, with growing kids and the high cost of equipment, these budget-conscious moms appreciate value for money.

Our solution was the Purex Odour-free Hockey Truck. We stocked it full of used hockey gear washed in Purex Odour Release detergent. And we gave it away for free, one piece for every kid who visited. Their parent received a high value coupon to drive to store. Our Ontario tour culminated in a partnership with OHL’s London Knights. A truly fresh experience.