Two Identical cards: Two Different Stories
Before I continue, I must go back.
Every year that Enroth was in the KHL (2018, 2019, 2020), Dinamo Minsk released two sets of cards each season.
The first card they would release every year would be the 'New Year's Exclusive' card, which was given out to season ticket holders and team employees. These New Year cards were the toughest to snag of the two as they didn't come up for sale on the secondary market too often or even within Dinamo Minsk collector circles.
Here's a look at the New Year's Exclusive cards from the past 3 years:
The second card I had become accustomed to being released was the popular food issued cards that were distributed in various Dinamo-Sponsored food products (chips, bakery items, etc) across Belarus.
These cards were easier to track down due to the higher production numbers and availibility to the general public over the course of the season. As a nice little bonus, these cards, in my mind, measured pretty high on the coolness factor.
Once the 2019-2020 KHL season had began, I was preparing for another 2-card release from the club featuring the new uniforms which were born from a recent Dinamo Minsk rebranding.
The 2020 New Year's Exclusive card was quickly tracked down at the start of the year and I was preparing for the annual food issued release sometime within the next few months... Then the pandemic hit.
Lidkon: The Hero We Don't Deserve
While there was no doubt a lot of bigger problems than these going on in the world at the time, I was disappointed that there would be no new Dinamo Minsk food issued cards in 2020.
I had confirmed this with a few Minsk collectors overseas as well that the 'chip cards' as they call them, will not be made that year.
Apparently, the team had a change of heart (or a change of sponsor/distributor) and I recently discovered that Dinamo Minsk eventually partnered with Lidkon, a Belarusian-based food company, and ended up releasing cards inside select Dinamo Minsk 'corn stick' boxes. The breakfast product became available in 920 retail outlets throughout the country in 2020.
just like that....the hunt was on.
I reached out to a collector over in Belarus who might have some more information about where I could track down one of the "cereal box/corn stick" versions of this card. As luck would have it, he was not only able to confirm the card he had was from this unique marketing initiative, but he was also willing to send it my way for free (!!!)
I received this card in the mail today and while there are no visual differences in the card compared to the New Year's variation (pictured earlier in this article), just knowing the stories behind these two "different" cards is good enough for me.
Cereal Can Win Awards?
This campaign built around the idea to release these cards inside cereal boxes was a great success.
In fact, amongst the local praise from collectors in Belarus, it was also the recipient of the KHL marketing award: “Best sponsorship activation during the season”
For the second year in a row, the project of Minsk “Dynamo” became the best of the presented cases in the nomination “Best sponsorship activation during the season”. Within the framework of the club and the Khrumstic brand, we developed a unique packaging design for two flavors of corn sticks, showed the collaboration of two strong brands, while retaining the recognizability and basic design elements of the manufacturer's packaging. Also, collectible game cards were developed that were integrated into the board game.
Since the cards look identical to the 2020 New Year Exclusive cards last year, I can only assume the decision to have a food issued set came very last minute and there was no time to design, approve, and print a completely new set of cards. Nevertheless, I am happy to own a card with a unique story such as this.
Aaron / creasecollector
Author - Aaron
I've been collecting Hockey cards since the late 90's. Mainly the goalies since 2005. I also Co-Host a Hockey Card Podcast.
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