The Stanley Cup Frenzy
The Power of Rebranding.
The Stanley Cup Frenzy: The Power of Rebranding.
Unless you have been actively avoiding the news and social media, you have undoubtedly heard of the fanatically adored Stanley Cup. In the vibrant landscape of consumer products, the Stanley Cup stands as a shining example of transformative rebranding and the pivotal role of women's voices in high-level marketing decisions. From its inception as a functional beverage container for camping to its current status as a cultural icon, the Stanley Cup cup's journey underscores the importance of embracing change and diversity in shaping a company's image. Women’s voices have long been a consideration in product features and marketing, but nothing puts their value on display like the spectacular rise of the Stanley Cup Quencher.
Originally introduced as a practical solution to disposable cups, the Stanley Cup has undergone a remarkable evolution. Its stainless-steel construction and innovative design offered consumers a high-quality reusable product, but it was the brand's willingness to adapt and reimagine its image that catapulted it to unprecedented success.
Rebranding proved pivotal in the success story of the Stanley Cup. In 2017, a group of women from the shopping recommendation website and Instagram account, The Buy Guide, spearheaded by sisters Ashlee LeSueur and Taylor Cannon, stumbled upon the Stanley Cup and began promoting it. LeSueur, impressed by the cup's size, straw and handle, initiated efforts to connect with someone at Stanley.
Their initial attempts to establish contact with Stanley proved futile. However, their fortunes changed when they decided to send a cup to Emily Maynard, a familiar face from "The Bachelor," to celebrate the birth of her child. Recognizing the cup's appeal, especially to nursing mothers, they hoped Maynard would appreciate the gesture. Their intuition was validated when Maynard shared the cup and praised both Stanley and The Buy Guide in her Instagram stories, catching the attention of Lauren at Stanley-PMI.
Lauren, impressed by their vision for the Stanley Cup Quencher, championed their cause within Stanley-PMI. Although delving into Instagram marketing was uncharted territory for the company, they shared the conviction that the cup held promise, especially among an overlooked demographic: women. They repositioned the cup as an everyday essential, recognizing its potential to resonate with women on a personal level rather than merely as a camping accessory.
Acknowledging the power of women selling to women, they were optimistic that with the right strategy, the cup could thrive. With Lauren's support and their shared vision, they embarked on a journey to reshape the Stanley Cup's perception, positioning it as a coveted item for women across diverse lifestyles.
With Lauren's assistance, they ordered 5,000 cups at cost from Stanley to resell on The Buy Guide. The cups sold out within days, prompting them to order another 5,000. Despite their success, Stanley-PMI remained skeptical, believing the market was saturated. Lauren faced pushback when advocating for The Buy Guide at company meetings.
In 2020, a turning point arrived with the appointment of new CEO Terence Reily, previously from Crocs. Recognizing the potential of social media and influencer marketing, Reily embraced The Buy Guide's vision to create a new site, deploy an affiliate platform and leverage their network of influencers. Their collaboration with Stanley marked the beginning of a new chapter, propelling the Stanley Cup to unprecedented heights.
Central to the Stanley Cup’s success is the company’s willingness to evolve and adapt in response to changing consumer preferences and market dynamics. The rebranding journey served as a catalyst for growth, allowing the brand to shed outdated perceptions and embrace a fresh identity aligned with contemporary values. This transformation underscores the importance of inclusivity and diversity in high-level marketing decisions. By actively seeking out diverse perspectives, including those of women, Stanley Cup has been able to tap into new insights and create campaigns that resonate with a broader audience.
The Stanley Cup’s evolution from a functional camping container to a cultural icon is a testament to the power of rebranding and the invaluable contributions of women to business decisions. By embracing change and diversity, companies can not only stay relevant but also thrive in an ever-changing marketplace, inspiring meaningful connections and driving positive change.