Stanley Cup Marketing: 5 Marketing Strategies Behind The Viral Brand

If, like many of us, you are part of the Stanley cult, then you understand exactly why the brand has become a viral sensation in recent years.

Ironically, the same tumbler that has become a household staple is the same tumbler that almost got discontinued in 2019 due to its low-performing sales. 

How did we get here? With quenchers flying off the shelves and limited edition Stanley cups selling out within hours of launching. Not to mention the 975% sales increase within the past six years. 

It may seem as though Stanley has become an overnight sensation. One thing we know for sure is, there is no denying the power of Stanley Cup’s marketing.

However, Stanley has worked long and hard for their success. The company has been around for over 100 years and thriving in an ever-changing market is no easy feat. A big reason why every brand and marketer should study Stanley Cup’s marketing.

When brands go viral, many attribute it to luck. But Stanley Cup’s marketing strategies have played a crucial role in their success. In this blog we have highlighted five of Stanley Cup marketing strategies and what you can learn from them. 

Widening Target Audience 

Before Stanley’s rise to fame, the company primarily targeted working class men. They built their brand by selling all-steel vacuum bottles to men who needed a way to keep their beverages warm or cold for their long working hours.

Their iconic green cups are still the same as they were during the inception of the company by catering to their loyal customer base.

However, when a women-led popular blog called The Buy Guide discovered their product, they quickly spread the word about this hidden gem. Suddenly, the 40 oz. quencher that was close to being discontinued, sold out.

Stanley soon recognized they had been overlooking women’s purchasing power. This led to a contract with The Buy Guide for 5,000 bottles. Stanley then released a line of pastel colors as an effort to take into account their new female audience. This shift marked the beginning into broader audiences. 

Since then, the company has excelled at reaching younger audiences. 

As more and more Gen-Z are entering the workforce, Stanley has also adapted to their preferences. With Gen-Z appreciating customization, authenticity and sustainability. The company has launched many different sizes and colors, whilst maintaining its original design and message. 

One look at Stanley’s website and it shows a modern brand that feels just as relevant to younger generations as it was to your grandfather or even great-grandfather.

Leveraging TikTok for Viral Marketing

TikTok has become such a revolutionary tool for businesses for a number of reasons and Stanley is the ultimate example.

One standout moment in the history of TikTok is the viral video of the Stanley cup surviving a car fire and managing to still keep ice in the water. This video garnered an amazing 94.5 Million views on TikTok.

In response, Stanley gifted the TikTok user a new car–all captured on the social media platform, of course. The act of generosity from the brand resonated with millions of viewers, who then engaged with Stanley, strengthening its brand image.

By utilizing TikTok and other social media platforms, Stanley showcases its values and personality, influencing customer perception. They’ve also stayed ahead of TikTok trends by partnering with influencers and brands, participating in challenges like "What’s in My Bag" and "How I Style My Stanley." 

These strategies build community and boost exposure through creative, shareable content. 

User-Generated Content

UGC is arguably, one of the best marketing tools for a company. Essentially, UGC is as close to free advertising as you can get. Where consumers create content about your product, such as positive reviews, videos, and social media posts. This modern version of word-of-mouth marketing can have a powerful impact on a brand’s success.

Stanley has utilized this trend by encouraging and reposting consumer videos across their social media. adding a review section and commentaries on their website. Further incentivizing users to share their honest opinions.

Aside from gaining organic traffic, UGC’s benefits go far beyond that. Here is why every company should utilize this tool to its fullest potential.

• Authentic content: People have grown tired of traditional marketing and appreciate authentic content that represents experiences with a product, building trust and credibility.
• Conversion rates: Positive reviews encourage purchases. Especially in online shopping where many decisions are influenced by other customers' experiences.
• Low-cost advertising: Using content created by your customers is financially beneficial as you are saving resources for your company whilst delivering meaningful content
• Community Building: Sharing and engaging with consumer content helps create a sense of community and brand loyalty. Consumers appreciate a company’s effort of interacting and engaging with them.

Embracing Influencer Marketing

One of Stanley’s “a-ha” moments was when they realized the impact of influencer marketing. 

The partnership with the Buy Guide was a crucial moment for the company’s financial future and their marketing strategies. Today, Stanley collaborates with both micro and macro influencers to promote their product. 

Stanley understands that in today's digital age, consumers often rely on others to inform their purchasing decisions. Especially influencers that have established authority in their respective niches.

Influencers have helped redefine advertising because they are perceived as normal yet aspirational. Gaining popularity as a majority of influencers are preferred over celebrities. Their loyal followers trust their recommendations which make their opinions effective in increasing brand awareness and sales.

Stanley’s network of influencers spans a variety of niches, including:

• Health and Fitness Enthusiasts: Highlighting Stanley products during workouts.
• Busy Moms: Showcasing the convenience and durability of Stanley tumblers for families.
• Environmental Advocates: Promoting Stanley’s reusable and sustainable products.

This diverse range of partnerships allows Stanley to connect with multiple demographics, ensuring their brand appeals to different lifestyles and values.

Additionally, with the continuous growth of social media, influencers are gaining even more traction. They now transcend the online space, appearing in commercials and major campaigns for well-established brands. Stanley’s strategic use of influencer marketing has not only increased their visibility but also strengthened consumer trust and loyalty.

Creating Demand through Scarcity 

Truly, Stanley has mastered the art of creating demand with their limited edition cups, most famously known for their Stanley x Target Valentine’s Day collection that dropped in January 2024. Targets across America were being ravaged by Stanley enthusiasts just to be able to get their hands on these coveted cups.

Why would people be willing to wait in line for a cup? Or even pay a resale value of over $100? 

This is what’s known as the Scarcity Principle. In basic human psychology, when supply is less than demand, it makes a product’s value perceived much higher and the fear of missing out (FOMO) amplifies the urgency to purchase. Hence, having people wait hours in line to buy a red Stanley cup.

Scarcity is not the only thing driving sales. Their collaborations are also worth mentioning as they are as iconic as their limited edition cups. 

House-hold brands like Starbucks and Barbie, or music superstars like Tyla, Olivia Rodrigo and Lainey Wilson (whose collection sold out in just 10 minutes), or even soccer legend Lionel Messi have solidified Stanley’s status and, through these collaborations, have helped Stanley become a lifestyle brand.

By teaming up with globally recognized brands, celebrities, and athletes, Stanley ensures their continued expansion and relevance.

Conclusion

Stanley has come a long way since its inception in 1913. They’ve set the standard for what it means to remain relevant, innovative, and original in an ever-changing market. 

By mastering the marketing strategies outlined in this blog, expanding their audience, exploding tiktok for viral marketing, leveraging user-generated content, embracing influencer marketing, and creating demand through scarcity, They have established strong brand authority and become the beloved brand we know today.

As digital platforms and marketing trends continue to evolve, it will be exciting to see how Stanley adapts and pushes boundaries to maintain its iconic status in the years to come.

✍️ Written by Ana Carina Acevedo