Imagine going back to 1994 and asking people what a hot product would look like in 2024. Chances are, it wouldn’t resemble a Stanley Cup. Yet, here we are, with reusable water bottles being one of the most sought-after forms of beverage containment, largely thanks to TikTok.
Stanley’s revenue skyrocketed from $74 million in 2019 to $750 million in 2023. But behind the massive sales lies a deeper case study in effective product marketing and leveraging cultural momentum. With the Stanley Cup brand, you’re not just buying into a product, you’re buying into a community.
Similar to Jolie, the showerhead company that gained popularity through customer posts, Stanley Cup has successfully marketed its products by partnering with content creators on TikTok. This diversity in communication channels has allowed the brand to reach new audiences and redefine its image for a new generation.
The company’s president, Terrence Riley, who previously made Crocs cool during his time as Chief Marketing Officer, has played a significant role in Stanley’s success. By understanding their customers and co-creating the brand’s narrative with them, Stanley has built a loyal following and a sense of community around its products.
Despite some challenges, such as customer concerns over lead content, Stanley’s competitors have not been able to slow down its rapid rise in popularity. The brand’s focus on product quality, scarcity, and community building has set it apart in the market.
In a world where social commerce reigns supreme, Stanley Cup’s success serves as a lesson in patience, consistency, and the power of peer marketing. As other brands look to replicate its cultural contagion, Stanley remains a shining example of how to ignite a brand’s own version of cultural relevance and connection.
