Stanley Cup: A Fad? Or Here to Stay?

 If you are a user of the popular social media interface TikTok, you have probably heard about the infamous Stanley Cup. It has started a new fad that many companies have followed. While Stanley as a brand has been around since 1913, what is known as "The Stanley Cup" is a 40oz tumbler-type cup. It has a tapered bottom, perfect for the small cup holders in your car, and a handle on the side, creating easy handling (no pun intended). 

With the release of this tumbler, of course, came critics. Many people complained about the price, starting at $45, it is quite steep. There are complaints regarding the leakage around the straw hole. I also read a complaint regarding the lid and how difficult it can be to take off. Even with the critics taking rein, the cup is still hard to find and often sold out. 

Despite all the hate, the cup still has an average of 4.5-star ratings. Reviews talk about how long the cup holds ice, how easy it is to clean, and how great it is that it fits in the cup holder in the car. 

The company responded to feedback but created a new and improved version of the popular cup. The Quencher H2.0 featured smaller straw holes and a sturdier handle. They took suggestions of creating a smaller size and added to the line with a smaller 30oz model. These changes improved their ratings, however, by the time they released it sales were so backed up it was nearly impossible to get your hands on one. Opening the door to other companies who swooped in with copycats. 

The brand's strongest marketing comes from its users. The cup became popular when one user of the video-sharing site TikTok decided to share their new find with her followers. The video quickly went viral, catching the attention of thousands, who also shared their experiences with the Tumbler. It quickly became popular and the company didn't have to lift a finger. 

Since then, Stanley uses social media such as Instagram to post reviews on reasons why people love the product. Their account mainly features the cup in outdoor settings. It is widely marketed to active individuals such as avid beachgoers and athletes. 

The question remains whether or not the company is just dumb lucky, or if there is some hidden marketing that has been covered by the masses. While the company is obviously doing just fine on its own, I believe its best option would be to push out more ads, especially as they introduce different products. They need to keep their name relevant and they can't count on the masses to enjoy every product they release. 

Through this assignment, I learned a lot about how persuasive the internet is. The best form of marketing is word of mouth and social media takes that to a global level.