CNBC put together a great explainer on this. Stanley, a manly hundred-year-old brand primarily aimed at hikers and blue-collar workers, was rediscovered in 2019 by the bloggers behind a women’s lifestyle and shopping site called The Buy Guide. They told CNBC that even though the Quencher model of the cup was hard to find, no other cup on the market had what they were looking for. Which is a bizarrely passionate stance to take on a water bottle, but from their post about the cup, those attributes were: “Large enough to keep up with our busy days, a handle to carry it wherever we go, dishwasher safe, fits into our car cupholders, keeps ice cold for 12+ hours, and a straw.”
The Buy Guide team then sent a Quencher to Emily Maynard Johnson from The Bachelor after she had a baby because “there is no thirst like nursing mom thirst!” Johnson posted about it on Instagram and it started to gain some traction. The Buy Guide then connected with an employee at Stanley, bought 5,000 Quenchers from the company directly, set up a Shopify site, and sold them to their readers. According to The Buy Guide, they sold out in five days. All of these things are very normal things to do when you discover a cool bottle.
After mom internet started buzzing about the tumbler — a corner of the web that is to dropshipping what dads are to Amazon original streaming shows — Stanley hired Terence Reilly, the marketer credited for reinventing Crocs. Reading between the lines of what Reilly has said about his work at Stanley, it seems like his main strategy for both Crocs and the Quencher was capitalizing on internet buzz and growing it into otaku product worship. Or as Inc. phrased it in their feature on him, he uses a “scarcity model” to whip up interest. Cut to three years later, now we’re seeing mini-riots over limited edition Stanleys at Target.
My reference point for this kind of marketing is the Myspace era of music and fashion, when record companies and stores like Hot Topic and Spencer’s Gifts were using early social media to identify niche fandoms and convert them into mainstream hits. In this allegory, Target has become the Hot Topic of white women with disposable income. And their fingerless gloves and zipper pants are fun water bottles and that one perfume everyone in Manhattan is wearing right now.
I’m always a little wary about giving someone like Reilly credit for single-handedly jumpstarting a craze like this — and I am extremely aware that he is a male executive getting credit for something that was, and still is, actually driven by women content creators — but this is the second time he’s pulled this off. Which, to me, says he’s at least semi-aware of how to pick the right fandoms. He may not be actively involved in the horse race, but he clearly has an eye for betting on them. And, yes, the Stanley craze is very real.
It’s turned into a reported $750 million in revenue for Stanley and both Google Trends and TikTok’s Creative Center show massive growth in interest around the bottle between 2019 and now. With a lot of that growth happening this year. On TikTok, the hashtag #Stanley has been viewed a billion times since 2020 and more than half of that traffic happened in the last 120 days.
And with all viral phenomenon involving things women do, there are, of course, a lot of men on sites like Reddit and X adding to the discourse about the Quenchers with posts that essentially say, “why women like cups?” And if you’re curious how that content ecosystem operates, you can check out my video about it here. But I’m, personally, more interested in what the Stanley fandom says about how short-form video is evolving.
Over the last three years, most major video sites have attempted to beat TikTok at its own game. All this has done, however, is give more places for TikToks to get posted. And so, the primarily engine of TikTok engagement — participation, rather than sharing — has spread to places like Instagram, YouTube, and X. If the 2010s were all about sharing content, it seems undeniable that the 2020s are all about making content in tandem with others. An internet-wide flashmob of Ice Bucket Challenge videos that are all, increasingly, focused on selling products. Which isn’t an accident.
TikTok has spent years trying to bring Chinese-style social e-commerce to the US. In September, the app finally launched a tool to sell products directly. If you’re curious what all this looks like when you put it together, here’s one of the most unhinged Stanley cup videos I’ve seen so far. And, yes, before you ask, there are affiliates links on the user’s Amazon page for all of these. [ed. non-downloadable - read more]
by Ryan Broderick, Garbage Day | Read more:
Image: Stanley/via
[ed. Obviously old news by now (10 months!) but still something I wondered about at the time (and quickly forgot). How do these things go so viral? It'd be like L.L. Bean suddenly being on red carpets and fashion runways. There must be some hidden money-making scheme/agenda at work, right? Well, partly. See also: Dead Internet Theory (BGR).]
