Oikos targets men with NHL sponsorship

The three-year partnership will see the DanoneWave brand promoted as a snack to new consumers, including active men.

DanoneWave’s Greek yogurt brand Oikos has been named the official yogurt of the NHL in Canada as part of a three-year sponsorship agreement.

The partnership officially kicks off next week with an Oikos activation at the 2017 Scotiabank NHL100 Classic. The brand will be featured prominently at the outdoor game with product sampling included.

It will also integrate the NHL into its upcoming Snack to Win promotion in spring 2018, which will feature a grand prize trip to a 2018 Stanley Cup Final game. Official Stanley Cup branding will be featured on products and point-of-sale material during the promotional period.

Mélanie Robitaille, marketing director at DanoneWave Canada, said in a statement that the sponsorship allows the brand to leverage the strong brand equity and loyalty of the NHL to promote Oikos as a snack to new consumers, including men, which she said is a growing target for the brand.

The sponsorship roll-out also coincides with the launch of Oikos’s Triple Zero product line (it has zero fat, zero artificial sweeteners, zero preservatives). Triple Zero will be the brand’s first Canadian product line primarily targeting active male consumers. The NHL shield and an accompanying partnership designation will be featured prominently on all packaging and in various marketing materials.

DanoneWave worked with both its media agency of record, Carat, and marketing agency MKTG (both part of the Dentsu Aegis Network) on the evaluation and negotiation of the sponsorship.

Oikos is no stranger to sports sponsorships. It served as a marquee sponsor of the Rogers Cup tennis tournament in Montreal this past summer, again marketing the brand as a meal and snack for healthy, athletic customers.