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CCM conducts Tacks campaign

Montreal-based Reebok-CCM Hockey is conducting an international campaign for its CCM Tacks hockey skate. Developed by Exacto Communications of Montreal, the campaign consists of television advertising focusing on iconic hockey players who have worn the skates. The campaign also includes an online video, a website in seven languages, online and print advertising, athlete testimonial videos, in-store materials and social media activities. The intent of the initiative is to attract younger consumers to the product.

"The CCM Tacks is an iconic hockey skate which was not really known by CCM's current target audience since it had been off the market for a while," said Benoit Allaire, president of Exacto. "Our challenge was to highlight the skate and the CCM brand's legacy while still making it relevant to younger generations who did not know the Tacks line."

Reebok-CCM Hockey is a subsidiary of the Adidas Group.

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