Stanley - The cup that broke the internet
- Riddi Senapati
- Jun 3
- 4 min read
Updated: Jun 3
I was recently mindlessly scrolling on Youtube trying to figure out the perfect skin care routine. One moment I was looking at "How to get Glass skin in 30 days" and the next moment, I was 3 videos deep into "Stanley Cup Haul". That made me think, What even is this Stanley cup, what makes it so special? Why is literally everyone after it? It was selling out in literal minutes, blink and it's gone.
Turns out, no it doesn't make the water any purer or tastier. It's just a cup that's extremely durable and somewhat aesthetic. But it's the marketing that did all the magic.
Wait, What is the Stanley cup again?
No, it's not the hockey one. It's the water bottle equivalent of a well dressed person. Imagine the baby of a hydro flask and an aesthetic Pinterest board. That's the Stanley quencher. Here's the one I wish I had (in case any of you want to buy me one)
Just looking at it makes me feel like it would make all my problems disappear because then I would be reaching my daily water-drinking goals.
In short, Stanley is a 110 year old company that sells durable, insulated and sustainable drinkware and food containers. Before the rebrand, Stanley was a cup for people who hiked. It was practical, reliable and the the color of army pants. For reference:
The car fire that lit a marketing wildfire
One tiktok, millions of views, the perfect marketing opportunity. So was the story of Stanley's meteoric rise to being the people's favorite.
It was November 2023, A tiktok user uploaded a video of her charred car, everything burned inside out. The only survivor - The Stanley Cup. It not only survived and remained intact but still contained the ice within. Sounds too good to be true right?
Here's a video for all those skeptical folks: https://www.youtube.com/watch?v=010W3V0Z5Dc
The video gained millions of views in the matter of days, sparking a conversation about the incredible durability of Stanley's products. Most companies would have probably just replied with a "So Sorry!" but Stanley's CEO Terrence Reilly (with a previous record of resurrecting companies like crocs from the dead to make them "trendy") joined in on the conversation, offering to replace the user's car and also new Stanley products.
While many speculated it to be a marketing stunt by the company themselves, some even trying out experiments to disprove the indestructability of the cup, that's a conversation for another day. What is clear however, is that it was genius marketing campaign, which appeared to be an organic moment of user-generated content (UGC).
A rebrand so good, it belongs in the marketing books
From army green to "match my Matcha Latte", Stanley's rebranding is definitely one to be studied. Instead of just selling the product, they sold:
A mindset: the tumbler isn't just a utility, It's a collectible.
Convenience: yes, it fits in the cupholder
A community: owning one means you're part of the (very hydrated) sisterhood
Aesthetic Alignment: Color drops to match mood boards and outfits
An accidental flex: It's just a cup, until everyone wants the same one you have. The limited edition drops had people racing to stores, standing in outrageously huge lines (some even camping overnight) just so they could get one! (Scarcity at play)
So exactly how did they achieve this, you ask? They just followed the playbook:
Finding your market: Stanley identified the aesthetic-driven, wellness-focused Gen Z and millennial audience who treat products as extensions of their personality.
Adapting your ways to reach that market: They introduced soft color palettes, sleek design upgrades, and partnered with TikTok creators and Instagram moms instead of traditional outdoorsy channels.
Build a loyal fan base, turn it into a community: With limited drops, collabs, and an “emotional support water bottle” vibe, Stanley created hype and belonging around their cups.
Let the community tell everyone else: Influencers and real users posted reviews, hauls, and collection videos that turned the cup into a status symbol—all without Stanley saying a word
Stanley had suddenly turned into a subtle social flex, a sign of exclusivity and was part of daily routines, gym selfies and every Tiktok. Maybe people even thought their cup color said more about them than their horoscope!
The Stat's don't lie
Between 2019 and 2023, Stanley’s revenue didn’t just grow, it exploded!
They went from a modest $70 million to a jaw-dropping $750 million in just four years. They achieved a 10x leap without changing the core product, just rethinking the strategy.
Meanwhile on the internet, The #StanleyCup had turned into the main character. Tiktoks with the hastags had 400M+ views and the average Stanley was selling out in mere 30 mins on drop days. The game had really been changed. That's not marketing, that's mayhem!
What every brand can steal from Stanley
Stanley's playbook teaches us loads about great marketing.
One doesn't need a new product, just a new way of positioning it. One just needs to reinvent how people feel about it.
In this age of the internet, you can just light a fire, and watch it do all the work. Stanley just handed the mic to the internet and let the chaos do all it's marketing. A good product sells. a good story sticks.
~ A fellow hydration enthusiast
Did you drink enough water today?
Yes! I'm hydrated
No, Thanks for reminding me!
Wow this is so detailed!