CCM, Reebok roll out ‘U+’ campaign

'It's you, only better' is the translation of the cryptic term chosen to personify a new skate.

Montreal-HQ’d CCM Hockey, the brand synonymous with hockey equipment for the past century, will launch an integrated marketing campaign for its ‘U+’ technology later this month.

Spotlighting the new CCM U+ skate, the initiative will feature various executions of the U+ theme, which stands for ‘It’s you, only better.’ Creative for TV and print was done by Chicago creative agency Cramer-Krasselt Company, while media buys are being handled by Toronto’s SpaceTime. As well, there’s a new U+ microsite featuring the U+ skate, the TV spot, National Hockey League player testimonials, 3D U Foam animation and customization details.

‘CK really captured this concept and what the U+ skate is with the ‘anatomical’ TV spot and print ads they created,’ says CCM brand manager Jon Budge. The commercial will start airing later this month on channels in hockey’s ‘Original 6′ markets during NHL games. The print ads will break in various hockey publications later in March.