Budweiser conducts Tape Out Hate campaign
Budweiser Canada has begun a promotion in collaboration with the Hockey Diversity Alliance called "Tape Out Hate" intended to counter racism in hockey. The initiative includes a two-minute video encouraging consumers to "join the movement that racism has no place in the game." The promotion also includes the sale of rolls of hockey tape displaying words of support from hockey fans and players. The tape is being sold online at <http://www.shopbeergear.ca>, with national retail sales at Canadian Tire stores to begin later this month. One dollar from each sale will be donate to the alliance to support it work. The campaign also includes social media activities. Budweiser Canada is a division of Labatt Breweries of Canada.
"Budweiser has a long history of supporting hockey, and as a brand that believes this game is for us all, we recognize the obligation we have to continue to learn and evolve with the game to make it better for generations to come," said Mike D'Agostini, senior marketing director at Budweiser Canada. "The goal of 'Tape Out Hate' is to educate, raise awareness and spark meaningful conversations about intolerance in the sport, and encourage Canadians to collectively become allies in the evolution of hockey culture."