The Journey of the Stanley Tumbler: From a Century-old Legacy to Viral Triumph
The iconic Stanley tumbler, with its rich 110-year-old legacy, embraced a new era of success by tapping into the influence of women Discover how this brand, once associated with workmen and outdoorsmen, captured the hearts of women and achieved viral fame
Stanley 1913's Quencher has defied the odds by resonating deeply with consumers and gathering a loyal following, despite its simple purpose. This is particularly remarkable considering the brand's age of over 100 years.
The product, known as "Stanley Cup," has gained immense popularity among consumers in recent years. However, it's important to note that "Stanley Cup" refers to a water tumbler and not the trophy awarded in the National Hockey League championship. This water tumbler has accumulated approximately 20 million views on TikTok. The Quencher offers a range of sizes, with the 40 oz and 30 oz styles being the most popular. These styles are priced between $35 and $50. The product boasts various features including a handle, the ability to keep drinks hot for five to seven hours and cold for nine to 11 hours, and its compatibility with most car cup holders.
Surprisingly, despite being introduced in 2016, the cup only recently gained viral attention. In fact, Stanley did not prioritize this product until a few years ago.
How did a company that has been in existence for 110 years manage to transition and expand its customer base, ultimately becoming one of the leading brands in the drinkware industry today? This remarkable achievement can be credited to a group of women who, although not employed by the company, recognized the potential of the product and successfully propelled the Quencher to great success.
The rise of the Stanley cup
Stanley’s assortment of drinkware on its Instagram page showcases a delightful spectrum of colors, ranging from soothing pastels to eye-catching vibrant shades. To enhance their allure, certain items feature beautifully etched patterns. On the brand’s website, one can find images of women savoring their coffee, an individual engaging in yoga, and two women strolling and engaging in conversation while grasping their trusty Stanley drinkware.
The brand's focus has shifted to women, although this was not always the case.
In 1913, William Stanley created the steel vacuum-sealed bottle, which has since become an iconic and indispensable accessory for workdays, road trips, and outdoor adventures, according to the company. Initially, the company primarily targeted workmen and individuals engaged in outdoor activities such as camping and hiking in their marketing efforts. Even in 2012, Stanley acknowledged that their products appealed to individuals such as "a 30-year-career veteran policeman" and "a retired Army soldier."
The founders of The Buy Guide, an online shopping blog and Instagram account that began in 2017, namely Linley Hutchinson, Ashlee LeSueur, and Taylor Cannon, played a crucial role in augmenting the brand's appeal to a wider range of customers who wished to seamlessly integrate the products into their daily lives. These three women were passionate aficionados of the Stanley Quencher.
The second post on Instagram by The Buy Guide, dated November 2017, showcased the 40-oz Stanley Quencher. "This is the ultimate insulated cup you can rely on," read the post, highlighting its notable features such as the handle, straw, excellent temperature retention, and dishwasher-safe design.
Permission granted by Stanley
After discovering the product, LeSueur decided to gift one to both Hutchinson and Cannon to gauge their interest. Both of them quickly developed a fondness for the cup, making it a popular item on The Buy Guide. However, they soon realized that the Quencher was becoming increasingly difficult to find in stock and there were rumors of it being discontinued. In response, they urged their followers to act fast and secure any remaining cups, while also encouraging them to voice their support to Stanley to prevent the cup from disappearing.
The women of The Buy Guide
Permission granted by The Buy Guide
Matt Navarro, the senior vice president of global commerce at Stanley, stated to Retail Dive that there are no current plans to discontinue Quencher production in 2019 but emphasized that the tumbler was not prioritized at that time.
A Stanley employee reached out to The Buy Guide, expressing agreement that the cup was an excellent product. The employee also mentioned The Buy Guide's positive experience with the cup during a meeting with Stanley executives. However, unlike many other brands that use affiliate marketing to work with influencers and accounts like The Buy Guide, Stanley had not engaged in such programs at that time. Instead, Stanley advised the women to place a wholesale order of a minimum of 10,000 cups.
"Any brand on the planet that isn't marketing to the 25 to 50 year old woman is really missing the mark."
Ashlee LeSueur
Founder of The Buy Guide
Cannon described it as a significant gamble. They had to swiftly establish a website, secure a warehouse, and devise a method for shipping the product to customers. "We purchased those cups with uncertainty, unsure whether we would sell out the following day or be stuck with excess inventory indefinitely."
This collaboration marked the group's initial and exclusive wholesaling venture with a brand. The Buy Guide managed to sell out all 5,000 cups within approximately four days. The second batch of 5,000 cups was completely sold within an hour.
"It completely amazed them," Cannon reminisced about Stanley's reaction to how swiftly The Buy Guide managed to sell its cups.
This occurred during the same period when Stanley was introducing fresh leadership that began to recognize the value and potential of the Quencher. The new executives, including Terence Reilly, Stanley's global president at PMI Worldwide, Stanley's parent company, "recognized the chance to give priority to the hydration category as a whole," Navarro explained. "Upon examining the product pipeline, we placed our bet on the fact that the Quencher's usage fit perfectly with our new strategy of hydration, a revolution in colors, and meeting consumer lifestyles."
Executives from Stanley contacted The Buy Guide to arrange a meeting and flew them to Colorado, where the Outdoor Retailer conference was taking place. During the meeting, The Buy Guide expressed their opinion to the executive team, stating that the cup was being marketed to the wrong audience. The Buy Guide aimed to assist the brand in broadening its target market beyond its traditional focus on workmen and outdoorsmen.
"We can demonstrate the potential appeal of women marketing the product to other women," LeSueur stated. "Previously, Stanley mainly focused on producing items for occasional use, such as camping trips or tailgating. However, we emphasized that this cup could be used daily, all day long. It needed to not only be functional but also aesthetically pleasing for people to incorporate into their homes, kitchens, and outfits, not just for outdoor activities."
According to data shared by The Buy Guide with Retail Dive, their audience is predominantly women, with 97.7% of their following being women. The highest demographic consists of women aged 35 to 44, and almost all of their followers fall within the age range of 25 to 45.
LeSueur emphasized the importance of targeting the 25 to 50 year old female demographic, stating that any brand that neglects this group is failing to effectively market themselves. He asserted that even if a brand primarily caters to men, it is still crucial to find a way to connect with these women, as they play a vital role in the economy by making purchasing decisions for their families, husbands, and businesses.
Navarro highlighted the successful collaboration with The Buy Guide, which resulted in attracting new fans for the Stanley brand and increased demand for their Quencher product through word-of-mouth recommendations. As a result, they decided to allocate more resources towards promoting this essential product, utilizing their revamped website and social media platforms.
The Buy Guide facilitated Stanley's entry into the world of affiliate marketing, as the brand successfully revived the Quencher. This channel has not only exposed Stanley to new audiences, but also enabled consumers to establish a more direct connection with the brand. Namrata Shah, a partner and global head of consumer and beauty at Kearney's product redesign practice, PERLab, suggests that influencer marketing further taps into consumers' emotions.
“Engaging in conversations between women not only enhances trust in the product and brand but also surpasses conventional marketing tactics and strategies previously employed,” stated Shah.
Furthermore, the extensive use of social media has facilitated consumers in sharing their firsthand experiences with the product, thereby amplifying the brand’s outreach remarkably.
Stanley's recent success can be attributed to the brand's flexibility and eagerness to change its priorities.
“When they received reliable indicator data, heard from The Buy Guide, and saw the discussions on social media about what women were saying and why they liked this cup, they swiftly changed their direction. I believe that was their most significant breakthrough,” Shah stated. This ultimately sparked a rebirth in Stanley’s product line and ensured the brand's enduring appeal with consumers, Navarro explained.
“We are incredibly fortunate to have a brand with a 110-year history deeply embedded in American culture,” Navarro expressed. “Numerous individuals, particularly in the United States and North America, have formed a strong emotional bond with our brand. Whether it's reminiscing about their grandfathers taking them fishing with Stanley products or utilizing our tools on a job site, there is a profound and heartfelt connection with our brand. This connection has empowered us to modernize and stay relevant in the 21st century by leveraging innovation and our expertise in digital marketing to engage with today's consumers.”
A case for collecting
Consumers have not only started purchasing the Stanley Quencher tumblers, but some have taken it to the next level by filling their cabinets with a wide range of colors and sizes. TikTok user @aly_zee12 showcased their impressive collection of 18 Stanley Quencher tumblers in a captivating video, while TikTok user @lindseyharbison displayed a cabinet filled with approximately twelve Stanley Quenchers in another video.
"When considering the act of collecting, our focus is often on items known as collectibles, typically things that wouldn't immediately come to mind when thinking of a Stanley Quencher bottle. One might associate collectibles with dolls or jewelry," explained Peter Danzig, a researcher, psychotherapist, and consultant, in an interview with Retail Dive. "This perception holds true. However, any object with material culture can be considered collectible. The most significant aspect is the gratification people experience through collecting, as it brings them a profound sense of joy."
"Seldom do we acknowledge the sheer joy that individuals experience when they open their cabinets and are greeted by a myriad of these water bottles."
Peter Danzig
Researcher, psychotherapist and consultant
Danzig said that since the pandemic, research around material culture has shown an uptick in people collecting things.
During the pandemic, people exploring their day-to-day lives under isolation discovered the small joys and found happiness in the little things. This aligns with the growing consumer inclination towards health and wellness trends, such as hydration, that have emerged from the pandemic.
Collecting brings a sense of achievement and fulfillment, according to Danzig. It provides a tangible representation of completeness and a purposeful drive. The thrill of the hunt and discovery adds excitement to the experience. Additionally, individuals may choose to acquire multiple Quenchers for various aspects of their lives, such as their morning coffee, workouts, coordinating with different outfits, or simply for decoration purposes.
Stanley's Quencher is highly appealing due to its exceptional performance, aesthetic appeal, and the positive emotions it evokes in customers during usage. To create a brand or product that truly resonates with consumers, it is vital to address their technical, functional, and emotional needs in harmony. Neglecting any of these aspects would result in detrimental effects on usability, user experience, and emotional connection.
Shah stated that a Stanley tumbler provides not only excellent technical features such as an ergonomic handle and a secure fit in cup holders, but also offers a wide range of colors that cater to the emotional needs of individuals like himself who consider the cup as more than just a water bottle, but rather as an accessory. He values the freedom to choose the perfect tumbler to accompany him throughout his daily routine, including his Peloton classes.
Permission granted by Stanley
Stanley has launched numerous collections in a wide range of colors, finishes, and patterns. They have also collaborated with popular brands like Pendleton and Target's Hearth and Hand with Magnolia line. To generate even more excitement for their new releases, the company has adopted a strategy inspired by sneaker culture and streetwear brands, based on timed "drops."
“There is a certain thrill when someone is eagerly anticipating something,” explained Danzig. People are curious to see the design of the item and once they do, it creates a rush of excitement. If they are lucky enough to acquire it, it triggers the release of dopamine in their brain."
The limited releases attract fan attention and frequently lead to rapid sell-outs.
According to Navarro, the utilization of limited, exclusive drops; partnerships with popular, trendy brands; collaborations with celebrities, artists, and athletes; and the cultivation of fear of missing out (FOMO) has played a significant role in establishing our current brand status.
Nostalgia is a factor that influences consumer behavior in terms of collecting specific items or being drawn to particular brands. According to Danzig, nostalgia doesn't always stem from childhood memories but can also be related to recent experiences. For instance, during the pandemic, someone may have developed a fondness for water bottles and now finds joy in adding new ones to their collection or seeing the vibrant colors in their cabinet, which serves as a reminder of the happiness they found during a challenging period.
Social media has fueled a recent increase in the desire to collect items, according to Danzig. They noted that there has been a significant psychological impact on individuals finding a sense of community through this phenomenon. People can now comment and connect with others who have similar items, expressing their love for different aspects such as functionality, color, and visibility. The sense of community that arises from following others and being acknowledged by them gives individuals a feeling of being seen, heard, and affirmed.
Danzig further highlighted the influence of consumerism and capitalism in Western culture. While the focus is often on selling and making profits, the joy that individuals experience when they open their cabinets and see a vast collection of items, like water bottles in this case, is often overlooked. Social media serves as a platform where people can find the affirmation they may not receive from their friends, colleagues, or family members. Instead of encountering comments like, "That's just a water bottle, why are you collecting them?", individuals can engage in online interactions that build a sense of community and affirmation. It allows them to discover that others share their interests and validate what they already know or feel inside.
Lasting power
The Quencher’s popularity has skyrocketed in recent years.
This year, Stanley has witnessed a significant growth in Quencher sales, with a 275% year-over-year increase. Additionally, the brand has experienced a remarkable 215% increase in its hydration category, making it the top drinkware brand in North America, according to Navarro. Over the past few years, Stanley has successfully connected with both current and prospective customers, staying true to their core principles of form, function, and design. They have also demonstrated the ability to adapt to changing trends, as noted by Shah.
"They possess an exceptional understanding of the discussions taking place on social media – what topics are captivating people's attention?" Shah remarked. "Their success lies in their ability to establish connections. They go beyond simply launching a product into the market. They actively listen to the needs of consumers, prioritize their concerns, and then develop and introduce relevant offerings."
Furthermore, the brand, especially the Quencher, seems to be influencing industry trends and intensifying competition.
Earlier this year, Helen of Troy, the parent company of Hydro Flask, announced its intention to shift its focus from water bottles, where it currently holds a significant market share, to tumblers, where its presence is comparatively smaller.
"The market has become increasingly competitive, with numerous offerings available. However, Stanley has distinguished itself by making prompt and strategic decisions based on consumer feedback. For instance, when they recognized that women were discussing their needs on social media platforms, they swiftly launched a product line specifically catering to this demographic," Shah stated.
Can Stanley solidify its position as a market leader alongside other prominent water bottle brands like Nalgene, CamelBak, S’well, and Hydro Flask? Shah believes that while Stanley has proven its endurance, it cannot rely solely on its past successes to ensure future growth. According to Shah, the company must navigate the challenges that come with expanding their product offerings and appealing to diverse consumer segments. Failing to effectively manage this complexity could have detrimental consequences for Stanley's future prospects.
The company's distribution strategy involves carefully selecting retail partners that will connect with consumers and deliver a high-quality customer experience for its products. Navarro emphasizes that Stanley remains focused on the needs and desires of its customers, allowing their demand, feedback, and insights to shape the brand's product offerings. Navarro explains that the company aims to introduce products that are both relevant and innovative in the market, rather than simply creating variations of existing products in different colors.
