Every so often, product marketing creates such a frenzy it becomes its own cultural moment – think Adidas Stan Smiths, Old Spice and Pokémon Go. The Stanley Cup phenomenon definitely fits the bill and is a masterclass in the power of well timed marketing and brand hype. This case study centers on one man, Terence Reilly, who was also responsible for turning Crocs into must have footwear. In this video, Forbes spoke with a number of product marketing experts to dissect what made the Stanley Cup a must have.
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I'm not a product guy, but if I was, I would market to women, give them FOMO, and make them feel like they're nothing without it. The result is the Target video. Cha-ching!
Really enjoyed this 👏. The way you talked about building long-term brand trust instead of chasing quick sales is spot on. We actually shared a similar thought over on Kaze’s socials, definitely worth checking out if you’re into this kind of strategy!
You guys don't realize theyre directly promoting the NHL
I love them ~ all the vibrant colors. Wish I had all the big ones. I bought 3, and go to Panera each day. Fill up with ice, then pour in the coffee. All for $120 per year with Panera Sip Club coffee. I have 3 so I can switch out the colors. Keep one in the car so I have one always handy ~ Stanley was sharp to come up with this concept fulfilling a huge market demand
i blamed it on tiktok as usual
You would expect way more from a Forbes video, nobody explain anything
TL;DR
💡 Stanley Cups transformed from a simple product to a cultural icon by leveraging social media, community, and smart marketing.
💡 Key Points
Stanley Cups' revenue jumped from $74M in 2019 to $750M in 2023, largely due to TikTok-driven cultural momentum.
The brand fosters a strong community, making ownership a symbol of identity and belonging.
Marketing leverages TikTok creators to co-create meaning and reach diverse audiences.
Led by Terren Riley, Stanley uses peer-driven storytelling rather than traditional ads.
Despite safety concerns and retail incidents, product quality, scarcity, and cultural relevance sustain high demand.
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didn't expect to learn this much haha
really liked the examples used in this
wow i never thought about it like this