The objective for this program was to combine the powerhouse of 3 iconic brands: Proximo Spirits, sports management teams aligned with the NHL, and the iconic Zamboni ice clearing machine. Proximo targeted key brands in key markets and wanted to make the same display for every market for economies of scale but customized to the local NHL team and the most popular Proximo Spirit in the building. Examples include: TinCup and Colorado Avalanche and Kraken Rum and Seattle Kraken. To fully produce this display and customize with all of the NHL teams that were participating was quite a feat, making sure all of these arrived at the proper locations was the additional challenge achieved. This type of national sports sponsorship and customization has never been done before and was a huge success in retail. Each of these brands highlighted Proximo’s popular pours within the stadiums but more importantly aligned with the team. Proximo has always led the charge in retail theatre as it has been a proven game changer of retail estate management. Similar sponsorships are being evaluated for relevancy and return on investment. In the end, Proximo Spirits, the NHL, and Zamboni were extremely pleased with the result and considered it a true win for retail execution of retail theatre.

Entrant Company: Bish Creative

Client Company: Proximo Spirits