What’s behind the Stanley cup craze?

Introduction

Thanks to a single product, the 110-year-old company has gone from $73M to $750M in revenue in the past 5 years. What’s behind the Stanley cup craze that has middle-class women rampaging through Target to get one? Every few years, there’s a new water bottle that everybody buys, from Yeti tumblers to Hydro Flasks.

Stanley’s Storied History

The difference: Stanley isn’t a social media-age online brand—it has been around since 1913. They have a long, storied history built into the foundation of America. Renowned for its durability, the iconic green thermos kept the working class’ drinks hot or cold all day. My grandpa’s original Stanley thermos still keeps his coffee hot out in the deer stand or on a long day on the snowmobile.

Embracing Heritage in Modern Times

This is the age where Carhartt work pants and jackets are the top fashion trend with Gen Z. Stranger Things, with all of their retro imagery, is one of the most popular shows. It would seem less risky for Stanley to work with their cemented heritage rather than do a minimalist rebrand in an uber-competitive water bottle industry.

Features Leading to Success

• The Handle

The handle is clearly the most distinctive design feature. It transforms a water bottle into an accessory, allowing it to be carried everywhere with ease and connecting the user to it. Whether they kept the handle as an homage to the original thermos or put it there knowing the effect it would have, it worked.

• Colorways

Stanley sells the tumbler in all of these pretty pastel colors that their target consumer absolutely eats up. They run collaborations (notably with Lainey Wilson and Starbucks) to connect with new audiences. The limited-edition colors give a feeling of exclusivity.

• Influencers

Especially on TikTok, Stanley cups have blown up on social media with countless influencers: #1 using them (WOM) and #2 promoting them. Stanley runs an affiliate program where anybody can get 10% commission on sales from referrals.

The Future of Stanley’s Tumbler

The next question is if this rebrand has the staying power that their original thermos had. Most trendy water bottles’ time in the spotlight is short-lived. We will have to wait and see if Stanley keeps pushing collaborations that resonate with their consumers or if the Stanley cup craze is short-lived. I think they will be pushed to the back of the cabinet when the next water bottle emerges.