How Stanley cups 10X-ed their sales

By using strategic partnerships, Stanley went from an outdoor apparel brand to every teen girl's fav cup. The brand's willingness to reinvent themselves helped them go from $70 million in annual sales to upwards of $750 million.

It’s the craze that took teenage white girls worldwide by storm in 2023.

The craze that caused literal theft. Barren retail shelves. Per-person limits. Hiked prices. And even physical fights.

Honestly, Justin Bieber doesn’t even wield as much power as the iconic Stanley Cup.

When they blew up, the insulated steel tumblers were the latest in what seems to be a trend of merchandise mania. (Other examples include the PS5, Popeyes Chicken Sandwich and the Disney Dragon Popcorn Bucket).

The company jumped from a humble $70 million in annual sales to a projected $750 million PLUS in 2023.

Think Beanie Babies in the 90s but like, on crack.

So, how did a 110-year-old cup cause such a stir in mainstream culture?

They completely switched their positioning.

For a whole century, Stanley had a well-established name in the male-dominated outdoor and workwear space. So their appeal was niche.

Enter Terence Reilly. The genius that turned Crocs from the epitome of ugly shoe to a fashion staple. Reilly helped Stanley skyrocket sales using strategic partnerships such as The Buy Guide, a shopping focused outlet. He also used Instagram and influencers like Emily Maynard-Johnson to make the cups the item of the century.

Influencers kept the cup in our feeds, mostly via the hydration-focused subculture known as #watertok. This is where users share the ways in which they spruce up their water, touting the Stanley as a must-have.

Many online creators saw the potential for the cups to explode within the female market, and their promotion helped take its popularity to the next level. And the rest is history.

So what can we learn from Stanley's massive success?

Be ready to pivot. Stanley was willing to let go of their previous brand image and reinvent themselves. This allowed them to appeal to a new customer segment.

Consider influencer marketing. Never underestimate power of UGC and people talking to people – in this case, women talking to women – to fuel discovery, appeal, and demand.

Lean into cultural trends to generate heightened buzz and virality. Keep your ear to the ground. You never know what subculture might propel you to success.

-Sophie, Pop Culture Queen