Case Study: The rise of the Stanley Cup

CASE STUDY - STANLEY CUPS

Stanley Cups became the most sought-after accessory in 2023, and no, we’re not talking about the NHL trophy. If you’ve been scrolling on your TikTok FYP you’ll have no doubt 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, as well as outdoorsy types and hikers, so at that time it's safe to assume the target audience was predominantly male. It was sold in darker colours with an emphasis on functional purposes over aesthetics.

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

Fast forward one hundred years later 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 it’s path was simple - making certain colours limited edition and available for a short period of time to grow hype and demand. 

Essentially it has become 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 has also 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. And not only that, the ice-cubes in the drink hadn’t melted, 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.

More recently, after a series of tornados in the US, 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 a house...

The fanbase has received backlash though, the obsessive hoarding and desire to have every single colour has 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! Could it be that you’re not reaching the right people with your product / service? What can you do to include them? Can you tweak a product or service to be more desirable to your target audience?

Sometimes it’s a case of offering new colours to an existing product (if you have the capacity) or changing its messaging. Try working with an influencer, being put in front of a new audience could be the making the of it!

Let your audience do the work for you.

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

Don't be afraid to go back to the drawing board.

It’s never the end, but it’s always good to have a refresh, whether that’s your content, brand messaging, logo or even your website! (just make sure you do a loooong lead up to it and keep reminding people where / how to find you, and include all redirect links so your peeps can still reach you!) As a small business, we’ve done this before. Sometimes it’s good to draw a line under it and come up with fresh ideas, as you don’t want to experience content burnout.

So listen up! Could your product be re-marketed to a new audience? Can you offer more colours? Make them limited edition or customisable? 

Did you know that we offer social media and web audits? Let us take a look at your content and pinpoint where and what can be improved! We also have neat packages to give your content or website a nice refresh. Check out all our packages here.