To launch a new laundry detergent in Canada, Purex is positioning itself as the enemy of a uniquely Canadian stench – hockey bag funk – with its mobile Odour-Free Hockey Shop.

A branded RV designed to look like a hockey bag on the outside and a miniature locker room inside is visiting eight Ontario cities over the next month, targeting local hockey matches to give away used – but sweet-smelling – pieces of hockey equipment.

The brand purchased approximately 1,500 used items and washed them with Purex. Visitors at the truck are allowed to select one item to take home for free. The execution made its first stop Friday night in London, where hockey gloves proved to be a hot item, a brand spokesperson said.

Those who visit the truck also get tips for washing hockey equipment and coupons for the new Purex Odour Release detergent.

The brand’s creative agency 6 Degrees oversaw this experiential activation. (Starcom oversees media for the brand while LexPR handles PR).