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Boston Pizza has launched an unconventional marketing campaign aimed at hockey fans with the introduction of Champion Room Spray. This novelty product is designed to evoke the atmosphere of a victorious hockey locker room. The campaign leans into hockey superstitions while reinforcing the chain’s identity as a go-to destination for playoff viewing.
The Champion Room Spray’s unique fragrance combines elements like champagne, beer, worn hockey equipment, and game-used pucks. The sensory experience is intended to inspire optimism among Canadian fans who have endured a 32-year Stanley Cup drought. Positioned as a playful yet determined effort to ‘manifest’ a championship win, the limited-edition product is available at select Boston Pizza locations in key hockey markets, including Toronto, Winnipeg, Edmonton, and Kanata.
Image Credit: Boston Pizza
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