The Fascination Behind the Stanley Craze: Unraveling the Mystery of Our Beloved Cups
The Stanley craze: Unveiling the allure behind these beloved cups From being a laborer's essential to a cultural phenomenon, these vibrant, stainless steel cups have captured hearts and homes Discover why these cups hold more than just a beverage in this captivating exploration
Many have witnessed videos of seemingly ordinary individuals causing chaotic scenes in stores like Target or Starbucks over limited edition Stanley 1913 cups. On social media, collectors proudly display their rainbow-colored, stainless steel treasures and eagerly discuss accessories for their prized cups. Even those who haven't been swept up in the frenzy have likely noticed the widespread presence of these large hydration vessels, indicating a significant cultural trend.
The Stanley 1913 brand, in existence for over a century, has transformed its iconic green work cups into a wide range of colors, patterns, and partnerships that are extremely popular, often causing fervent excitement.
The recent surge in the cup's popularity is largely due to effective marketing, primarily targeting women through social media. The question remains, however, as to why people are so enthusiastic about a basic vessel that essentially functions similarly to any ordinary thermos.
I cup, therefore I am
Throughout recorded history, humans have always used cup-like vessels for their drinks. But what compels some of us to spend $45 to $55 or even push aside other shoppers for this simple pleasure?
Charles Lindsey, an associate professor of marketing at the University at Buffalo School of Management, believes that the desire for new experiences is simply a part of human nature.
"We are drawn to unique and novel experiences, whether it's exploring new destinations or simply adding to our collection of cups," he explains. "From a consumer behavior perspective, we are constantly seeking variety and incorporating new things into our lives."
Consumers are typically discerning enough that merely introducing a new color or design is insufficient to trigger their "must-have" impulse. Lindsey suggests that this unquenchable FOMO desire often stems from effective marketing.
Empty shelves after a sold-out Stanley cup release at a California Target in January.
Brian van der Brug/Los Angeles Times/Getty Images
"The fear of missing out is a highly influential psychological factor," he remarks, "and its impact can be seen across various areas, including financial markets and even consumer products."
In planning for a brand overhaul in 2020, Terence Reilly, the global president of Stanleys, targeted women as a potential new consumer demographic. This effort involved introducing a fresh selection of colors and designs, and leveraging reputable social media influencers to spread the message.
Lindsey explains that the network of trust and recommendation generates excitement. When people see others they trust trying something new, it becomes a symbol of social status and being in the know.
The tactic proved successful as Stanley's 40-ounce Quencher cup became wildly popular due to its vibrant color options and its ability to keep drinks at the desired temperature for extended periods.
Once the cups took off on social media, Stanleys annual sales reportedly jumped from $75 million to $750 million in 2023 alone. CNN has reached out to Stanley for comment.
Yes, its just a cup. But to many people it represents something bigger
Why cups, though? The Stanley craze may seem less impressive if it weren't the newest in a series of cup-related trends. Brands such as Yeti, Nalgene, Hydroflask, and Starbucks have all sparked devoted followings and the occasional public commotion for their drinkware.
"It's simply a cup, but when you really think about it, money is just paper," Lindsey explains. "It's just a cup, but it symbolizes something meaningful. It represents something to aspire to. It signifies being part of a community, a connection, or a way of life."
Lindsey also cites the endowment effect, a psychology term used in marketing to describe an item someone owns that becomes more valuable to them over time.
An array of Stanley cups at a store in Milwaukee.
Ricardo Torres/Milwaukee Journal/USA Today Network
Lindsey explains, "The more you use and become accustomed to something, the more it means to you. In this situation, you become accustomed to the cups and the colors, and it becomes a habit."
And what is more of a habit than a reliable water cup, securely held during a morning stroll or snugly fit into a car cup holder during a quick errand?
Cups are essential in their simplicity, which is perhaps why they are the focus of many consumer fantasies. The everyday meets the aspirational when social media posts feature a sleek new Stanley cup in a lifestyle characterized by cleanliness, responsibility, and proper hydration.
This everyday appeal is heightened even further when it combines with novelty through new product releases, rare color options, and the ever-present fear of not being part of the latest trend.
The equation is not just about any cup, but rather the one. It might be a beloved cup, a brand new cup, or the trusty cup that everyone envies. This cup is the key to solving all of life's challenges and bringing us closer to our best selves.
Whether it's a Stanley-branded cup or even the legendary Holy Grail, its significance is what we make of it, even if it means shelling out $45.
