Design and execute a public relations campaign for BEHY, a Quebec-made, naturally maple-sweetened sports hydration drink. Our mission was to spotlight the launch of their new Fruit Punch flavor in collaboration with rising hockey star and brand ambassador Ivan Demidov. The goal was to maximize coverage across media and social platforms, leverage the involvement of the founders—Étienne Boulay, Maxime Talbot, and Bruno Gervais—and inspire young people to make healthier choices while amplifying the overall impact of the campaign.