Stanley cups—the pink and red tumblers—are causing quite a stir. If you’re not in the loop yet, you’re either a die-hard fan, utterly perplexed, or blissfully unaware of these sought-after items.
Recently, videos flooded social media showing crowds flocking to Target, grappling for a limited edition of these cups. A frenzy ensued, with reports of a full-on scuffle over these Valentine’s Day-themed mugs priced at just under $50, a collaboration between Starbucks and Stanley.
But what’s the deal with these Quenchers, and why are they driving people wild?
Contents
Stanley’s Timeless Legacy
Stanley isn’t a novice brand—it marked its 110th anniversary recently. Originating from William Stanley Jr.’s innovative fusion of vacuum insulation and steel, the brand birthed the steel vacuum bottle, a quintessential item in today’s drinkware lineup.
Initially renowned for its thermoses, akin to those standing beside the Quenchers, Stanley has pivoted to the tumblers that have captivated the internet’s attention.
The Quencher’s Rollercoaster Journey
Enter the Quencher—a stainless-steel tumbler in varying sizes, ranging from 14 to 64 ounces, initially launched in the mid-2010s. Despite its humble beginnings, the Quencher didn’t gain much traction. Online stocks vanished, signaling a lack of interest, as revealed by Terence Reilly, Stanley’s global president.
But a trio—Ashlee LeSueur, Taylor Cannon, and Linley Hutchinson—operating “The Buy Guide,” an e-commerce blog and Instagram account, sparked the Quencher’s revival in 2020. Their bold move of purchasing and reselling 5,000 Quenchers kickstarted a new wave of interest, propelling the product back into the limelight.
The Influence of Buzz: Why the Hype?
The power of word of mouth can’t be underestimated. Marketing expert Jonah Berger outlines six principles driving what captures our collective attention. The “Stanley effect” spread rapidly; owning one became a statement, spurred by influencers and bloggers flaunting their Quenchers.
An intriguing shift occurred as Stanley tailored its products to a new demographic: women. The Quenchers, unlike their predecessor thermoses, attracted a broader audience, notably women, adding to their surging popularity.
The Resounding Success and Beyond
The Quenchers’ skyrocketing demand has reshaped Stanley’s landscape. CNBC reports anticipate Stanley’s 2023 sales to surpass $750 million, a significant leap from the $73 million reported in 2019, largely attributed to the Quencher’s allure.
Resale markets echo this success, with eBay listings for the Valentine’s Day edition fetching over $100—a testament to their escalating value.
Yet, amidst the craze, some Quencher enthusiasts treat these cups as collectibles, rarely using them, deeming them too precious to handle.
The Ever-Evolving Trend
Stanley’s tumblers aren’t the first nor the last items to go viral via social media. Missed the Starbucks x Stanley release? Fret not; another captivating hue is likely on the horizon. Who knows, maybe Stanley hammers might be the next sensation, though distinct from the renowned yellow-and-black Stanley tools.
