🥤 How Stanley Won the Cup Wars: How Stanley's Tumbler Marketing Went Viral

I was surprised when my typically frugal wife put a $45 water bottle on her wish list. Not only is that far more than we usually pay for a water bottle, but she is notorious for losing them. I was familiar with the Stanley Cup, but this one has nothing to do with hockey. It's the Stanley Quencher, a 40oz behemoth that smartly fits in your car's cup holder.

Apparently, this tumbler has become a viral sensation in the past few years. Finding them sold out in stores, I went to the Stanley website and purchased one in pink and even got it monogrammed. To her credit, she has not lost it once!

So how did a 100-plus-year-old thermos company become a modern hit? Check out the article below.

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You’ve probably seen them. Sleek, colorful, and loved by celebrities and your local neighbors alike, the Stanley Quencher — a 40 oz tumbler — has gained a cult-like following.

Its limited edition releases sell out in minutes and some Target stores had to place a two-per-person limit on Quencher purchases.

But when this iconic cup was introduced in 2016, the hype was minimal. By 2019, the Quencher was at risk of being discontinued, with execs admitting that “the tumbler wasn’t prioritized.” So, how exactly did the product transform into a must-have lifestyle accessory, skyrocketing Stanley from $70 million in annual sales in 2019 to a mind-blowing $750 million in 2023?

While it may have seemed like the brand became an overnight sensation, Stanley’s success was fueled by years of intentional pivoting, social listening, and impactful partnerships. Let’s take a look at how Stanley’s marketing strategies took it from a humble niche brand to a viral household name.
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