COLD SELL ON ICE





Leaf Inc., Bannockburn, Ill., which recently received a license to produce a new line of National Hockey League trading cards, breaks a new print campaign this week featuring spokesperson Mario Lemieux of the Pittsburgh Penguins to promote its Leaf Set brand.
Leaf signed the in-demand Lemieux to a three-year contract.
A teaser campaign breaks this week with the headline, ‘Miss the Premiere Edition of Leaf Set Hockey, and You’ll Suffer the Penalty.’ The main campaign breaks in September to coincide with the launch date of the card collection. Ayer/Chicago created the ads.
Copyright Adweek L.P. (1993)