It’s the unexpected obsession that leaves those over 25 wondering…Why Are Stanley Cups So Popular?
The Stanley craze demonstrates more than just a fad; it’s a testament to the power of social influence and the pursuit of exclusivity. The most recent frenzy was ignited by a limited-edition drop of pink and red Starbucks x Stanley insulated cups at Target on New Year’s Eve. As consumers vie for the latest coveted items, the intersection of marketing strategies and social media dynamics creates a unique phenomenon that goes beyond mere consumerism.
So, what is it about Stanley cups that has triggered this unexpected obsession, and how has a century-old company found itself at the forefront of a cultural phenomenon?
The Rise of Stanley Cups
Stanley cups, or “Stanleys,” are not your ordinary water bottles.
They come in various colors, designs, and sizes, with “The Quencher H2.0” line, a drink tumbler, being the most sought-after.
For over 100 years, Stanley catered to a niche market of blue-collar workers and outdoors enthusiasts. But in recent years, their clientele has expanded to include teens, social media celebrities, and nurses, marking a change in their customer base.
The Evolution of Stanley’s Popularity
Stanley’s history further urges us to ask: Why Are Stanley Cups So Popular?
In 2016, Stanley released the Quench line, but it was only in 2020, under the guidance of Stanley’s Global President and former Crocs Chief Marketing Officer, Terence Reilly, that the company meaningfully embraced social media and influencer marketing. After receiving over 6 billion views on TikTok, the once-overlooked tumblers shot to prominence to become the best-selling bottle.
The Psychology of Limited Editions
Why do people go crazy over limited-edition items?
Everyone wants to be thought of as unique and exclusive. Limited edition drops and exclusive offerings so just that. Only the select few that really make the effort to get that hot item then have bragging rights. The strategic control of supply amplifies the perceived value of the item, not necessarily in monetary terms but in social cache.
There’s no doubt that Stanley strategically created scarcity and novelty through their latest limited-edition release.
In Pursuit of Buzz
Why Are Stanley Cups So Popular? Blame the buzz, baby.
Companies actively encourage this behavior, recognizing the potential for viral buzz and free advertising. In a market where brand loyalty is eroding, the quest for limited editions becomes a strategy to engage younger consumers. Gen Z, with its unique power to drive trends and shape cultural phenomena, played a pivotal role in Stanley’s resurgence.
Psychology-driven brand strategist, Kaye Putnam breaks it down. In a recent YouTube video, Putnam comments that “with all of this going on, we get to see a psychological phenomenon in action called the bandwagon effect.” Basically, while individuals crave to be recognized for uniqueness and exclusivity, they also crave being just like everyone else. No one likes to be left behind.
Collaborations with influencers and harnessing the power of online chatter transformed the Stanley cup from merely utilitarian to aspirational.
The Social Media Takeover
Social media, especially platforms like TikTok, plays a pivotal role in amplifying the desire for limited-edition items. Thousands of social media videos feature excited users unboxing their prized tumblers or participating in frenzied store rushes for limited edition colors.
At the heart of these mega social media takeovers, is viral marketing.
A sales strategy known as “viral marketing” uses word-of-mouth or organic knowledge about a good or service to spread at an exponentially fast pace. Utilizing social networks in this way also means viral marketing can be less costly and more rapid than traditional marketing initiatives. The frenzy created can also result in attention from mainstream media. This is exactly what we see playing out now with the Stanley cup obsession.
Building Communities Through FOMO
Even still, one might argue that Stanley’s success story is about the community more than it is about influencers. The shared experience fosters a special feeling of camaraderie even in the face of the apparently pointless chase of limited editions.
By responding to and embracing the spontaneous acts of ordinary people, like the viral video where a Stanley cup survived a car fire, the brand solidified its place in consumers’ hearts. With the help of this kind of customer-focused, community-driven marketing, Stanley has been able to establish a mutually beneficial connection with a previously untapped market segment. That new market segment is now growing to be enthusiastic supporters and brand ambassadors in their own right.
Why Are Stanley Cups So Popular? We finally have the answer. The century-old company has been thrust into the spotlight and kept relevant thanks to its adaptability, willingness to welcome new consumers, and use of social media. Stanley cups have become more than simply drinkware in a world where fads rule the day. They are markers of a shift in culture. Stanley proves that even traditional businesses can reinvent themselves and win over a new generation in the social media era.
Maybe I’ll snag a Stanley for myself next time I’m in the market for a tumbler. But for now, no need to spend on a new Stanley when my good ol’ Tervis and Yetis haven’t let me down yet.