Smith Brothers is using hockey to reinvigorate its long-dormant cough drop and wellness brand. After making its foray into the sport via a partnership with the Blackhawks last season, the company has sought to deepen its connection to hockey this year by adding deals with the Rangers and Bruins, along with players from each of the three teams. The brand, which began marketing the first cough drop in 1852, is holding meet-and-greet events with the players in conjunction with Walgreens and will have an in-arena presence at six of each team’s games throughout the season. Smith Brothers CEO Steve Silk, who was tasked with reviving the brand when it was purchased by N.Y.-based hedge fund York Capital Management in ’12, said that he first drew a connection between the Smith Brothers brand and hockey when he saw the Blackhawks growing playoff beards during their run to their ’13 Stanley Cup championship. The most prominent aspect of Smith Brothers' branding has been its heavily bearded founders who adorn its packaging. Couple that connection with the fact that the NHL season coincides with cough-and-cold season, and Silk thought he was on to something. After the Blackhawks raised their championship banner last October, Smith Brothers held a meet-and-greet event with G Corey Crawford at Walgreens’ flagship Chicago location. The brand gave out faux beards and product samples, and bearded actors portraying the original Smith brothers interacted with the crowd of more than 600. The company posted photos of fans with Crawford and their beards, and fans were encouraged to share them on social media with the hashtag #BringBackTheBeards. The brand sought to establish continuity throughout the season by holding six Smith Brothers “Beard Nights” during Blackhawks games at United Center, featuring more beard giveaways and a “Beard Cam.”
INVESTMENT PAYING OFF: Silk said that the company spent more than 50% of its ’13 marketing budget on its partnership with the Blackhawks. However, the brand in the past two years has seen distribution increase from “virtually zero” to 40,000 stores, including Walgreens, Target, CVS, K-Mart, Meijer and several other regional chains. As such, the brand’s marketing budget has increased dramatically. When Walgreens suggested the brand hold NHL meet-and-greets at stores in three cities this season -- Chicago, Boston and N.Y. -- Silk said that he was “happy to oblige.” Smith Brothers last month invited fans to meet Blackhawks D Duncan Keith and yesterday held a similar event in Boston with Bruins D Zdeno Chara. Rangers G Henrik Lundqvist will appear at a Duane Reade store in Manhattan on behalf of the company next week. The company has also extended its “Beard Night” promotion to both TD Garden and MSG for six games each, in addition to the United Center. With its increased marketing efforts -- the company plans to run national advertisements for the first time in 50 years before the start of '15 -- the brand’s investment in its hockey partnerships only makes up 10% of this year’s marketing budget.
