As part of its multi-faceted NHL Playoffs activation programme, league partner Pepsi rolled out an NHL iteration of its ongoing #PepsiTrashTalk interactive sustainability initiative fronted by a pair of stars from the Colorado Avalanche.
Using the tagline ‘Know the difference, make a difference- be a team player and recycle’, Pepsi leveraged its league tie-up during the Playoffs with a ecology-led cause campaign called ‘NHL Trash Talk’ which sought to simplify recycling information so ‘you can recycle those bottles without ending up in the penalty box’.
The ‘NHL Trash Talk’ campaign is led by a hero video running across both the brand and the league’s digital and social platforms and the spot seeks to drive viewers and fans to a bespoke website which includes a gaming-style quiz and ‘Pepsi Trash Talk Playbook’ video series about the whys, dos and don’ts of recycling and a set of player fronted ‘trash or recycling’ downloads.
The spearhead online video, which was posted on 4 May, stars Colorado Avalanche captain Gabriel Landeskog and Norris Trophy candidate Cale Makar who take their trash talk from the ice to the locker room to learn the difference between trash/rubbish and recycling from the former name sponsor of their home arena.
— NHL (@NHL) May 4, 2022
— Pepsi (@pepsi) May 4, 2022
This ecology initiative is just one strand of the soft drink sponsor’s NHL Playoffs activation programme.
End of season blues?! The fun doesn’t have to stop now! Enter here for your last chance to win exclusive prizes like https://t.co/Qoh9OQTNNi gift cards or a trip to the #StanleyCup Final! https://t.co/jKyNiszON1 pic.twitter.com/CgP2EDZVYt
— Pepsi (@pepsi) April 27, 2022
Indeed, ‘Pepsi Trash Talk’ first launched back in 2021 when the soft drinks giant leveraged its NFL partnership through a football player fronted recycling 101 education campaign featuring stars such as including Anthony Barr, Justin Herbert, Josh Allen and Chase Claypool.