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Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass

Forbes

1.0M Views . 2024-03-06

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. Subscribe to FORBES: https://www.youtube.com/user/Forbes?sub_confirmation=1 Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more: https://account.forbes.com/membership/?utm_source=youtube&utm_medium=display&utm_campaign=growth_non-sub_paid_subscribe_ytdescript Stay Connected Forbes newsletters: https://newsletters.editorial.forbes.com Forbes on Facebook: http://fb.com/forbes Forbes Video on Twitter: http://www.twitter.com/forbes Forbes Video on Instagram: http://instagram.com/forbes More From Forbes: http://forbes.com Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.

Stanley Cups, a seemingly simple product, have become incredibly popular due to effective marketing that leverages cultural momentum and creates a sense of community. This strategy has resulted in massive revenue growth for the company, exceeding $750 million in 2023.

Stanley Cup marketing
Cultural momentum
Community

  • Stanley Cups have become incredibly popular, with revenue skyrocketing from $74 million in 2019 to $750 million in 2023, largely thanks to TikTok.
  • The success of Stanley Cups can be attributed to effective marketing strategies that leverage cultural momentum and create a sense of community, making the product more than just a water bottle, but a symbol of belonging.

Insights from the YouTube Video Critic Text:

1. The Power of Community and Co-Creation: This text highlights a key aspect of successful product marketing: the power of community and co-creation. Stanley Cup's success isn't just about the product itself, but about the sense of belonging it fosters. The brand taps into this by encouraging user-generated content, making consumers feel like they're part of a shared experience.

2. Leveraging Cultural Momentum: The text emphasizes the importance of understanding and leveraging cultural trends. Stanley Cup capitalized on the viral nature of TikTok, partnering with creators to reach a wider audience and reframe the product within various subcultures. This demonstrates how brands can harness the power of digital

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