The Stanley Cup Craze

For the past few weeks, a huge chunk of the internet’s attention has been focused on one phenomenon in particular: The Stanley Cup (and no, we don’t mean hockey’s most coveted trophy!) We’ve all seen the videos of shoppers lined up in parking lots, rushing into stores, and even getting into physical altercations, all just to get their hands on one of these cups. But what makes these cups so special, to the point that suburban moms are willing to get into a scuffle over them? In this blog, we’ll look at the qualities of this specific product, as well as the revolving nature of trends to learn more about Stanley’s present popularity.

Product Qualities

The Stanley Cup’s rise to virality has a simple enough origin story. For much of its 100-year-long history, Stanley has been dedicated to making top-notch reinforced lunch boxes and drinking vessels for outdoorsmen. Known for their durability, insulation capabilities, and high-quality materials, Stanley earned itself a reputation for producing reliable products and maintains this reputation to this day. However, its history of quality alone was not enough to elevate their annual sales from $75 million to $750 million in 2023, and amidst a sea of other thermal insulated drinkware its quality alone was not a standout feature.

So just how did Stanely, after a century, catapult itself into our collective awareness? Their tried-and-true product reached a new market due, in part, to fortuitous timing and a gentle re-brand. It all started when Stanley released three pink, limited-edition Valentine’s Day versions of its jumbo-size Quencher cups.

Lifestyle Trends

The addition of a color palette traditionally associated with women ushered in a new audience. By making Stanleys available in shades of pink, and growing their association among women through a dedicated influencer and blogger base, Stanley reached new heights. Today, Stanley cups retail for approximately $50, but the aftermarket is especially lucrative, with many re-sellers pricing them as high as $300 each. This high price point creates an automatic level of exclusivity, as not everyone can afford the luxury or the expense. And it's this exclusivity and status which makes the cup a particularly attractive accessory.

Moment Merch

Part of the Stanley Cup’s success comes from their ability to allude that the type of person who uses this product is well-off, likely upper middle class, goes to yoga, and is health-conscious. It’s a humble brag vaguely related to wellness that’s influenced by broader lifestyle trends. As people have become more environmentally aware, reusable drinkware has become far more appealing, and thus it has risen in popularity. What this all means for you as a business owner or event planner is that right now is the time to capitalize on the fit-fluencer girl lifestyle with trending products that will be well-received by the public.

Personalized products are a great way to attract a new audience to your business. Think about how products that are trending upwards can be used to grow your reach especially when they can communicate something about the personhood of the individual using the item. The promo products you already know and love can be used to grab the attention of a whole new group of people when you use them in creative and unique campaigns. By reimagining ways to incorporate products into your marketing lineup you can appeal to an audience you hadn't considered before, allowing your message to reach new heights.