Washington Capitals forward Alex Ovechkin has been named the best goal scorer of the 21st century, and he has a chance to become number one in NHL history. He moved into third place in NHL history by scoring his 767th goal against the New York Islanders on March 15, 2022, surpassing Jaromir Jagr.

For hockey fans this is a significant event, and since beer and sports often go hand in hand, the Budweiser beer brand decided to celebrate this event, but in a very peculiar way.

Budweiser Canada released limited edition cans of the non-alcoholic beer and awarded them to the 28 goalies who never conceded a goal to Alex Ovechkin.

With his first career goal against New York Islanders goaltender Ilya Sorokin, the famous hockey player broke the NHL record for most goals by a goalie – Ilya Sorokin, was one of 29 goalies who faced Ovechkin’s shots in the regular season or playoffs and never allowed a goal.

Ovechkin statistically broke the NHL record of scoring a puck against 183 goalies, so Budweiser Canada honored the few who can still say they’ve never been beaten by the “Great Eight” (Ovechkin has the number 8 on his jersey). To do this, Budweiser Canada gave commemorative cans of Kings of Zero to a group of goalies who have not missed a single Alex Ovechkin puck.

The label on each can reads, “The greatest goal scorer of all time couldn’t score on you,” and includes jersey numbers specific to each goalie. Every can also include the number of Ovechkin shots that the goalie saved and a goalie mask logo surrounded by text that reads “nothing got past you.”

A very nice campaign that shows how out of the box a real marketer should work.