Rise and triumph of the Stanley Cup

Do you know the typical American girl showcasing her day of errands and tasks on TikTok, with her hair tied up in a high ponytail, a huge beige scarf, perfectly hydrated skin, black leggings, and UGG platforms? We'd all like to be her, in our roll-out-of-bed, dehydrated, and with dark circles state, suffering and in a hurry. When you try to imagine her, what is she holding in her hand? If you had asked me a few years ago, I would have said a huge Starbucks frappuccino or a green juice, one of those with celery, spinach, and apple. If you ask me now, in the dawn of 2024, then I undoubtedly answer: a Stanley Cup in pink, white, or baby blue. We're talking about those large thermal cups with a straw that are all the rage on TikTok. Where did they come from? Why are they so popular?

The Origin of the Stanley Brand

Let's start from the beginning. Stanley, an American brand, was founded in 1913 by William Stanley Jr. At that time, it was a very durable metal bottle with a austere design, an integrated cup, and a handle, which was also used by soldiers in World War II. A sturdy container for wild adventures and nature lovers. From 1975 onwards, continuing along this line, the product slogans were things like: "Be blunt. Tell the lady what you want" and also: "BUILT FOR HUNT. FISH. WORK." How is it possible that an item made for camping, adventures, even for war (and therefore, now as then, designed and produced with a predominantly male target in mind), has become in just 30 years the symbol of millennial and Gen Z women, dragging behind their huge Stanley Cup model Quencher H2.0 FlowState Tumbler to accompany their kids to school, for an extra-long thrifting session in vintage stores, for grocery shopping, or trying out the new items on Taco Bell's menu, for yoga and pilates, next to the mat and coordinated with the towel? Let's try to clarify, starting with a brief analysis of the product's narrative on social networks.

The Stanley Cup: From Fires to Sold Out

If there's an item we can define as viral, it's the Stanley Cup, becoming a true collective obsession. However, it's not a trend that appeared out of nowhere. It's no secret that the brand wanted to expand its customer base, approaching the female audience through partnerships with personalities and influencers. Some other events, however, have contributed to its fame. The Stanley Cup, for example, became the absolute protagonist of the controversial Water Tok, the trend to enrich your water with sugar-free powders and syrups to encourage more drinking. Furthermore, some time ago, a girl filmed her thermos, telling how while her car was on fire, the Stanley Cup remained intact and went viral, causing another leap in popularity for the item, a real involuntary promotional campaign, which prompted the brand to give her a supply of products and even... a new car. That's right. The result? Before Christmas, new colors and a line sold exclusively at Target were launched. The thermos literally flew off the shelves, becoming immediately sold out, causing chaos in stores and dissatisfaction among customers who couldn't make it on time. Under the hashtag StanleyCup, on TikTok, there are tens of thousands of videos for millions of views, likes, and comments. Some users collect them, buying them in every color and matching them with their outfits or nails, or displaying them in their living rooms.

Where to buy Stanley Cups?

The phenomenon has reached such high peaks that now Stanley Cups can also be purchased on StockX, a marketplace for buying and selling collectibles, sneakers, and gaming consoles. In Italy, however, the best way to get one is simply to go on Amazon, Etsy (where you can also customize them), or outdoor equipment websites, such as Knife Park.

What Is the Reason for Their Success? A Matter of Context and Luck (But Not Only)

Trends on the internet and on social media move in a mostly mysterious way. Some items impose themselves on others for no valid reason. Usually, however, their fame doesn't last long. The Stanley Cup, on the other hand, remains at the top, a status symbol and icon of our fixation on hydration and health, fitting perfectly into one of the macro-trends that have dominated recent years, that of the clean girl and clean core, and unfortunately, also in what is defined as diet culture and overconsumption. Thanks to a forward-thinking strategy, its timing, and its ability to ride on overwhelming and perhaps partly unexpected success, the product is an example of what can be done when leveraging virality. Do we need one? Not necessarily (and definitely not to collect them) but let's remember to drink.