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‘Beard in a Box’ is Discover’s latest fan-centric campaign, launched during the Stanley Cup Final to celebrate one of hockey’s most beloved postseason traditions: the playoff beard. Tapping into its NHL sponsorship, Discover is distributing faux facial hair kits to fans, allowing them to participate in the playoff ritual alongside their favorite teams — beard and all.
More than just a novelty, the campaign captures the spirit of community and superstition that defines the NHL postseason. By inviting everyone to sport a beard — whether scruffy, majestic, or store-bought — Discover adds a layer of fun and shared identity to the fan experience. It’s a lighthearted nod to the intensity of playoff hockey, while also cleverly reinforcing brand visibility during one of the sport’s most-watched moments.
Image Credit: Discover
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