As the Stanley Cup Playoffs have whittled down from 16 to four teams, Canadian hockey fans have in that time seen three out of four postseason contenders already eliminated, and Tylenol has responded with an ad campaign at each pain point for hockey fans.

Naturally, the brand figured that fans of the Toronto Maple Leafs, Vancouver Canucks and Winnipeg Jets are feeling tension and strain after seeing their favourite teams eliminated. To respond to that pain, Tylenol recently activated the latest round of its “Rise Strong from Pain” campaign in Vancouver after the Canucks dropped out of the postseason. The campaign consists of social and outdoor placements and is set up to rally Canadian hockey fans.

The campaign addresses the pain Canadian hockey fans are feeling with words of comfort, running consoling ads. The campaign has launched in Manitoba, Ontario and Vancouver on May 3, 8 and 20 respectively, coinciding with each team’s elimination. The campaign materials also include a visual of the missing Stanley Cup for each eliminated city.

“The campaign ‘Rise Strong from Pain’ consists of a carefully planned series of social and outdoor advertising placements that rallied Canadian fans and cheered on their teams before they even entered the arena,” Kenvue senior brand leader for pain care (Tylenol and Motrin) Brittany Chopra tells strategy.

“Unlike other brands that sometimes focus solely on the rally moment, Tylenol stuck by the fans, comforting them should there be a painful void left from missing out on a chance to bring the Stanley Cup home.”

Chopra adds that the campaign is also intended to boost Tylenol’s visibility and brand affinity, while conveying care and empathy for Canadians who experience pain.

The new campaign capitalizes on Tylenol being the official pain partner of the NHL. A Canadian NHL team hasn’t won the Stanley Cup in 31 years. Chopra says Tylenol recognized that painful longing Canadian hockey fans feel, and wanted to “transform it into strength.”

Tylenol included a giveaway contest in its campaign, that ran from April 19 to May 20, which offered to send two Canadians to a Stanley Cup final game, covering two tickets, two-night hotel accommodations, airfare and $2,000 in spending money.

The campaign also includes paid social, PR and influencer content. OneMethod was the creative agency behind the new Tylenol campaign, with OneVue handling paid media and Zeno Group Canada overseeing PR.