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Budweiser Canada’s #TapeOurHate campaign features NHL players of color and addresses racism in the sport.

Jan 18 2022

Budweiser Canada’s #TapeOurHate campaign features NHL players of color and addresses racism in the sport. According to Budweiser Canada, a new ad from the beer brand featuring NHL players of color speaking candidly about experiencing racism in hockey has become one of their most popular campaigns in history, bringing in nearly 200 million earned traditional and social impressions after its debut earlier this month. The ad is a part of the company’s #TapeOutHate campaign, which was created in collaboration with ad agency Anomaly and the Hockey Diversity Alliance—an organization aimed at making the “overwhelming White sport” more inclusive. The alliance was founded by current and former NHL players in response to George Floyd’s death and the Black Lives Matter protests. According to Budweiser Canada’s senior marketing director, campaigns like this are going to be uncomfortable, but said brands “need to be comfortable with being uncomfortable” because it leads to growth and change. (AdAge)