What is the Stanley cup frenzy gripping the US? An explainer

Stanley's hashtag on TikTok boasts 65.3 million views.

In a retail spectacle that unfolded like a scene from a blockbuster movie, Target shoppers in El Paso, Texas, engaged in a heart-pounding sprint to secure the limited edition Valentine's Day Stanley cups. The 40 oz tumbler mugs, part of Target's "Galentine’s Collection," vanished from both online and physical shelves within minutes, leaving a trail of social media buzz and retail victory.

The mad dash, captured in viral videos, showcased the irresistible allure of the Cosmo Pink and Target Red tumblers. Released on New Year's Eve, the cups, officially named the Stanley Adventure Quencher Travel Tumbler, became an overnight sensation, with enthusiasts going to great lengths to add these trendy accessories to their collections.

The frenzy reached its peak with a viral video tagged "Getting trampled for a Target Stanley Valentine's cup," amassing over 16 million views on TikTok and 20 million on X in less than a week. This unprecedented demand marked the latest triumph for Stanley, a company that has witnessed a staggering tenfold increase in profits.

Established in 1913, the brand has evolved, adapted, and found new audiences through influencer partnerships and product innovation.

Stanley's success story, attributed to strategic marketing shifts, can be traced back to its decision to target a new demographic: women. A shift from its traditional male and outdoorsy image, the company, with the help of influencers, tapped into the power of women selling to women.

This pivot, coupled with a savvy marketing strategy involving limited releases or "drops," catapulted Stanley into a cultural phenomenon.

The hashtag "#stanleycup" on TikTok, boasting a staggering 6.7 billion views, reflects the product's dominance in online conversations. The once utilitarian Quencher has transformed into a fashion statement, with users proudly displaying their extensive collections, customizing their cups, and even crafting specialized accessories like backpacks.

Even after the initial retail chaos subsided, the craze for Stanley's Quencher continues. Resellers are capitalizing on the hype, with limited-edition versions appearing on sites like eBay for hundreds of dollars.

The hashtag #stanleybrand on TikTok boasts 65.3 million views, showcasing the enduring popularity of this once humble water bottle.

So, what lies behind the frenzy for these seemingly ordinary bottles? Stanley's enduring success story can be attributed to its commitment to quality, emphasizing superior materials and innovative design.

The double-wall stainless steel tumblers, able to maintain temperature for extended periods, combine functionality with style. From vibrant colours like "tigerlily" and "rose quartz" to classic shades like "charcoal" and "balsam glow," the Quencher offers a personalized drinking experience.