Classic brands tweak and twist with changing demographics of customers through time. Sometimes it’s taking two old favorites like peanut butter and jelly, and bringing them together in new forms, as Smuckers has done. In 2008, NHL executives decided join two American classics together – Hockey and Wrigley Field.
Wrigley field is the home of the NHL Winter Classic since 2008. The even in two quick years draws more viewers than the Stanely Cup. Why? Maybe it’s the fact that hockey is played on an American classic baseball field. It could also be the NHL was able to tap into the draw to American nostalgia. Just as Smuckers did with grabbing the American favorite pb&j, both brands expanded a bit out of the box but close enough to home to make it work.
Brands have a challenge in 2009 to keep loyal customers, but simultaneously drawing in new ones. The Chicago NHL Blackhawks president had one goal with the Winter Classic, to put the city of Chicago and it’s hockey team back on the map. HE did so, by thinking just slightly off the ice with the hockey brand. Where can your brand experience go in 2009 by thinking off the ice?
