RONA Revives Winning Ad Campaign for Montreal Canadiens Playoff Push

RONA, the prominent hardware store and longtime advertising partner of the Montreal Canadiens, has intensified its promotional efforts in Quebec, particularly with the Canadiens making the playoffs for the second consecutive year. Their latest campaign, titled “Mike Chez Rona,” has resonated so well that fans can hardly hear the Knack’s classic song “My Sharona” without recalling the catchy jingle associated with it. To celebrate this playoff season, RONA distributed Mike Chez RONA bobbleheads as promotional items at the Bell Centre on March 26, further solidifying their connection to the team.

This year, RONA is revamping its successful initiative, launching “RONA on touche du bois” (RONA we touch wood). Last season, the campaign featured a sizable stack of wood, enticing fans to touch it in hopes of bringing luck to the Canadiens. This time around, RONA is upping the ante by incorporating an iconic piece of Canadiens history.

As the Canadiens prepare for their first home game in the playoff series against the Tampa Bay Lightning, RONA will present Patrice Brisebois’ stick from the 1993 playoffs. Starting Friday, fans will have the opportunity to touch the “bois glorieux,” or glorious wood, near the Bell Centre, creating a buzz of excitement among the loyal supporters.

A RONA representative recently appeared on TVA’s morning news show, Salut Bonjour, to share details about the campaign, which will include surprise visits to fan gatherings where supporters can touch Brisebois’ stick for a bit of luck. Given the superstitious nature of hockey fans, this initiative is bound to spark conversations and enthusiasm for both RONA and the Canadiens.

This playful campaign is just one of the many quirky traditions that capture the spirit of Montreal during playoff season. Recently, former NHL player and current radio host Georges Laraque organized an event encouraging fans to ascend the stairs of the St-Joseph Oratory on their knees as a gesture for good fortune for the Habs. This echoes back to 1993, when coach Jacques Demers made a pilgrimage to the Sainte-Anne-de-Beaupre Basilica during the playoffs, leading to a victorious streak that ultimately culminated in the Canadiens’ last Stanley Cup win.

Note: This recap is an independently written summary based on publicly available reporting.