.By creating unique product "Cooling bag that looks like a bag of frozen carrot" we hacked the whole sponsoring game and created ingenious branding moment of supermarket chain, Kaufland that took over Slovak ice hockey. It went viral, we activated players from all major league team, that are seen using them during injuries and trainings on social media and we even got organically into TV during the most watched event of year, 2023 World-hockey championship.