Jayla Johnson 
We all know social media is perfect for consumer marketing. It’s a public forum that allows creative-engaging content for users to decide what to share, like, and most importantly, to buy. One of the hottest purchasable products today that has people in a frenzy is the Stanley Cup. News and media outlets can’t stop referencing them. Women of all ages can’t get enough of “Stanley’s”. What’s the hype?
For starters, the Stanley brand has been around since 1913 offering bottles, thermoses, and other products. At first, they promoted these items to the male demographic that includes a Stanley product for hiking and camping purposes. So, what’s the big fuss about them now? Well, in 2020 the company underwent a brand revamp after President Terrence Reilly (Former Crocs Executive) decided to use social media and influencer marketing to boost sales. He made women a potential new consumer base. That same year a “Stanley” became the best selling bottle. Stanley’s 40-ounce Quencher cup, which is priced at $45 on their website, gained popularity for its range of colors and its ability to keep beverages hot and cold for long periods of time. When Stanley dropped a limited edition color in partnership with Target on New Years Eve, stores across the nation sold out within minutes. Videos online show Target shoppers rushing to grab a Stanley Valentine’s cup by any means necessary.
According to CNN, once the cups took off on social media, Stanley’s annual sales reportedly jumped from $75 million to $750 million in 2023 alone. For those who were already lucky to have a Stanley product helped create the endowment effect: a psychology term used in product marketing to describe an item that someone has owned that becomes more valuable to them over time. The help of one uploaded video of a young teenage girl gushing over her Stanley cup created the trend of more girls and women excitedly showing off theirs.
Is this what it takes to start a trend? A bunch of hashtags and influencers putting the word out for you on their own platform. Currently #Stanleycup has 6 billion views on TikTok where thousands of excited young people show off their collection. It’s only a matter of time before they drop another line of limited edition colors. Will you jump on the Stanley cup bandwagon?
By Jayla Johnson, Illinois State University Alum
Instagram: Jaylalj_
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