# Playful Hockey Campaigns Beard in a Box Campaign Lets Hockey Fans Join the Playoff Beard Tradition By Georgia Wray Norsten | Published 2025-06-13 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/beard-in-a-box References: [instagram](https://www.instagram.com/reel/DKSbQkSPyQV/) & [instagram](https://www.instagram.com/discover/)  'Beard in a Box' is [Discover’s](https://www.trendhunter.com/trends/discover-3d) 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](https://www.trendhunter.com/trends/nhl-shave-partner), 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](https://www.trendhunter.com/trends/cheer-canadian). 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 ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 71% | Activity: 67% | Freshness: 43% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What Makes This Trend Stand Out - **Fan-centric Marketing:** Brands are enhancing fan engagement by creating participatory campaigns that integrate fans into cultural traditions. - **Novelty Sports Merchandise:** Adding playful products like faux facial hair kits for fans creates new avenues for merchandise sales that tie closely to sports fandom traditions. - **Experiential Branding:** The use of themed and interactive products amplifies brand visibility by creating unique and memorable experiences for consumers. ### Sectors Adopting This - **Sports Entertainment:** The fusion of playful campaigns and strong fan engagement offers pathways for deeper audience connection and brand loyalty during major sporting events. - **Merchandising:** Innovative product offerings that align with sports traditions open new channels for brands to expand their merchandise portfolios. - **Advertising and Marketing:** Experiential campaigns that integrate beloved fan traditions highlight opportunities for brands to creatively boost their presence in competitive markets. ## Related on Trend Hunter - [Fan-Focused Hockey Campaigns](https://www.trendhunter.com/trends/the-espn-chirpline.md) - [Hockey Playoff Restaurant Campaigns](https://www.trendhunter.com/trends/boston-pizza.md) - [Hair Salon-Powered Sports Campaigns](https://www.trendhunter.com/trends/great-clips1.md) - [Hockey-Focused Influencer Campaigns](https://www.trendhunter.com/trends/show-your-flow.md) - [Cross-Network Playoff Promotions](https://www.trendhunter.com/trends/Playoff-Marketing-Campaign.md) - [Hockey Hero-Celebrating Campaigns](https://www.trendhunter.com/trends/hockey-heroes.md) - [Hockey Fan Cosmetic Campaigns](https://www.trendhunter.com/trends/eyesleafsface.md) - [Hockey Hair-Inspired Pop-Ups](https://www.trendhunter.com/trends/pnc-bank.md) - [Cheekily Branded Room Sprays](https://www.trendhunter.com/trends/champion-room-spray.md)