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Now in its second year of the NHL partnership, J.P. Wiser aims to transition from simply being present during games to an essential ritual for Canadian hockey fans watching the game, and has released its "That's a W.' campaign.
That’s a W. J.P. Wiser’s ongoing NHL partnership celebrates the everyday “wins” that happen when friends come together for the game. It’s less about what happens on the ice and more about the moments off it: the friendly rivalries, the shared rituals, the glass raised with your crew.
The campaign has enlisted influencers to help share stories that tap into hockey culture in a fun, authentic way. Additionally, Citizen Relations will use public relations and social media channels to further amplify the stories.
Wiser aims to celebrate these moments with releases like the 10YO NHL Gift Pack, which is currently available, as well as upcoming limited-edition products that will be launched in early 2026.
Photo Gallery:
Who's behind the That's a W campaign?
- Agencies - Citizen Relations
- Brand - J.P. Wiser
(click on the link to view the agency's Vendor Directory listing)