Boston Pizza releases hockey scent
By Derek Winkler
Restaurant chain Boston Pizza International has begun a promotion to coincide with the start of the National Hockey League playoffs. The initiative features a product called Champion Room Spray, intended to make an area smell like a locker room after a winning game. According to the company, the scent is a blend of champagne, lager, used hockey pucks and sweaty hockey gear. It is being sold at participating locations in markets with competing playoff hockey teams. The effort also includes a website at <http://www.ifweplanitwewillwin.ca>.
“It's been a long 32 years without a win north of the border,” said James Kawalecki, marketing vice-president at Boston Pizza. “Canadian hockey fans have followed every superstition and ritual to end our drought but it's time we do something different. This year, we need to break the cycle and field-of-dreams the win.”