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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