The rise of the Stanley Cup

CASE STUDY - STANLEY CUPS

Stanley Cups became the most sought-after accessory in 2023, and they don't really seem to be going anywhere. If you’ve been scrolling on your TikTok FYP, you’ll undoubtedly come across the stainless steel cups that’s got everyone in a tizzy.

But it’s not always been the case.

Founded by William Stanley Jr. in 1913, Stanley Cups were originally targeted at outdoor labourers, outdoorsy types, and hikers, so it's safe to assume the target audience was predominantly male at that time. They were sold in darker colours, with an emphasis on functional purposes over aesthetics.

The brand sold well as the first double-wall vacuum cup, but it definitely needed lifting.

Fast-forward one hundred years to the launch of the H20 Quencher. With its handle and ability to fit into a cupholder, the cups quickly became more desirable to a new audience. And with its new colours and limited edition runs, it soon got picked up by blogs and marketers.

Enter social media influencers, and you’ve got a hit! The cups were presented in a new light, one of a "cleaner" aesthetic and a desirable lifestyle. Suddenly, more women became interested in Stanleys, and the frenzy descended.

The rise in popularity of these cups has been phenomenal, and the path to success was simple: making certain colours limited edition and available for a short period of time to grow hype and demand.

Essentially, it became the new must-have, with several accessories being created just for it. From jewellery compartments and lip balm holders to removable snack bowls and mini backpacks, the craze has truly set in.

Social media played a huge part in its success. The viral video of the car that caught fire, and while the interiors were worse for wear, the Stanley Cup survived the blaze. Not only that, but the ice cubes in the drink hadn’t melted, which is a testament to a good product.

Luckily the owner wasn’t hurt, and the video went so viral that it caught the attention of the CEO, who in turn offered to replace the car. Another huge marketing win?! If the cups weren’t already popular, they certainly were after that.

Can you remember the series of tornados in the US, when a roof was ripped off a house but the Stanley cup inside was still standing? The only problem is now the comments are demanding the CEO to buy them a new house...

The fanbase has received backlash, though. The obsessive hoarding and desire to have every single colour have left people a bit cold. The overconsumption of an item that’s designed to be eco-friendly and cut down on waste has turned into a viral trend, leading people to be trampled and reselling on eBay for hundreds of dollars!!

So what is the lesson in all of this?! Good marketing works! Check your metrics! Is your client's product/service not reaching the right people? What can you do to include them? Can your client tweak a product or service to be more desirable to your target audience? Although it's not your job to dictate what your client sells, there's no harm in making realistic suggestions based on what you're seeing online. For example:

Your client runs a bar and doesn't sell Aeperol Spritz. They should sell Aeperol Spritz.

 

Your client runs a restaurant. They do sharing platters, they do fries, they do salad. Combine these things and offer a fries and salad sharing platter. That's what the girlies want.

 

Your client runs a bookshop. They don't sell the book that TikTok is going crazy for at the moment. At this point, they're just throwing money down the drain.

It can be tough for businesses to be flexible and pivot, especially small businesses, but there is no harm in making these reasonable suggestions (and then, of course, creating great content around them).

If they are up for pivoting, let the audience do some of the work for you.

Throw some polls up on Instagram, asking the audience what they’d like to see or what they think is coming up. This will also glean valuable insight into what they want and will help inform your strategy (and any upcoming products).

Don't be afraid to offer suggestions, and don't be discouraged if they're not implemented. If you do offer suggestions, come with proof and some content ideas. Just ensure you're doing all this in your contracted hours because protecting your peace and boundaries is important.