On July 22, the National Hockey League and its players signed an agreement ending the labour dispute responsible for wiping out the 2004-05 season. Sensing the mounting excitement among fans (the new season started October 5), to publicize the launch of Coca-Cola Zero, a calorie-free soda aimed at young men—Coca-Cola held a promotional air hockey tournament at Yonge-Dundas Square on September 30.
"With hockey returning, air hockey was a good way to engage our target market in a fun, nonthreatening competition," said Andrea Young, Coca-Cola's group brand manager for Zero. Young worked with Tamara Kaftalovich and Stephanie Engel of Maverick Public Relations to plan and organize the event.
The tournament began with a celebrity match between former Toronto Maple Leaf star Wendel Clark and air hockey pro Daniel Hynes, ranked number one in the world by the United States Air-Hockey Association. Nick Kypreos, a former NHL player and hockey analyst with Rogers Sportsnet, provided colour commentary.
Then the competition was opened to all comers, and an estimated 500 people got involved as players and spectators. Redline Promotions and Hart Entertainment supplied the tables spread out across the large square. Mosaic PR passed out samples of Zero, and Mandell Entertainment's DJs kept the crowd hopping.
