PRAXIS PR Case Study


Pepsi NHL All-Star Weekend
Pepsi Puck Stop Thrilled NHL Fans


Fresh off the launch of its new logo, Pepsi brought fans a taste of what it’s like to be in the NHL skills competition alongside NHL heroes at NHL All Star Weekend Fan Fair. The Pepsi Puck Stop activation overflowed with nods to the culture beyond the rink and showcased why Hockey is Better With Pepsi. PRAXIS amplified The Pepsi Puck Stop through strategic partnerships with an insider host & top hockey Influencers, engaged with NHL and PWHL players in the booth and supported with bonus media relations opportunities. All while capturing real-time content to share on social!


PRAXIS enlisted three mega creators to attend the Pepsi Puck Stop, compete in the thrill’s challenges, and share their experience with their followers. NHL/PWHL All-Stars stopped by the booth and participated in the skills challenges and got their name on the leaderboard. PRAXIS armed each player with custom Pepsi-branded videos & proposed captions for their social media channels.


Real-time content was shared to the Pepsi-brand social channels promoting the experience for consumers to get excited and stop by the booth. Custom content was filmed on-site, approved, and published during the activation.



All Photos: Arthur Mola Photography
  • Three NHL & NHLPA influencers
  • 28 pieced of content (nearly twice the target)
  • 732,270 earned social media impressions
  • 98% positive/neutral sentiment

Pepsi Puck Stop was the place to be during the All-Star Weekend!

This collaboration resulted in nearly twice as much content as planned, with some of the highest social media sentiment the brand has seen. Working with key influencers in the hockey space made the Pepsi Puck Stop the place to be, with consumers of all ages running to beat their scores on the leaderboard and driving high positivity with social content resonating with fans.

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