Why I Carry a Stanley Cup
Why I Carry a Stanley Cup
When you see someone walking around with a Stanley cup, it might be easy to assume it’s just another trend ridden by millennials, Gen Xers, and Gen Zers. However, my reasons for carrying one run deeper than mere fashion; they stem from a genuine admiration for the brand’s remarkable marketing evolution.
For years, the Stanley cup was a relic of nostalgia for me, reminiscent of my grandfather’s trusty coffee mug. The iconic cup, originally invented by William Stanley Jr., was designed to keep coffee hot throughout the day. Historically, the brand catered to blue-collar workers and outdoor enthusiasts, focusing on durability and functionality. Founded over 112 years ago, it specialized in vacuum-sealed water bottles that could withstand the rigors of outdoor adventures.
Then, a few years back, Stanley made a strategic pivot that breathed new life into the brand. Realizing their marketing approach was dated, they tapped into the influencer culture, specifically targeting young women with large social media followings. This move transformed Stanley from an old-school brand that sold one cup that would last a lifetime into a TikTok sensation, inspiring countless women to embrace the cup as a fashionable accessory that they had to have—whether that meant camping all night or queuing for hours to snag the latest pastel-hued Stanley cup.
As the Senior Director of Marketing for Think Consulting, with over 20 years of marketing and communications experience, I find it fascinating to witness how brands can completely reinvent themselves. It’s important to point out that Stanley’s marketing efforts didn’t just end with a new cup and audience, they are continuing to dominate the market with ongoing efforts that include, collaborations with major retailers like Target as well as the introduction of new styles, accessories, and the release of a fresh color pallet each season that keeps customers always wanting and needing more. This adaptability is a powerful lesson for any company or organization looking to stay relevant in a fast-paced market.
The company’s ability to refresh its brand identity is impressive. They shifted focus from a primarily male audience to capturing the interest of women, particularly younger demographics. Today, Stanley offers a wide range of sizes and colors—over 31 options—at prices ranging from $30 to $50 per bottle. This strategic shift has proven lucrative; for instance, Stanley Black & Decker reported a gross profit of $4.475 billion for the twelve months ending September 30, 2024, marking a 24.93% increase year-over-year.
So why do I carry a Stanley cup? It’s not just for the trend; it symbolizes a brand’s successful transformation and its ability to resonate with a new generation. It serves as a reminder that even established brands can evolve and thrive by understanding their audience and embracing change. Plus, it keeps my beverages at the perfect temperature, which is always a bonus!
About the Author
Sharon Gibala-Donatelli M.S. is a seasoned Marketing Management Executive with over a decade of experience in driving brand growth and cultivating meaningful stakeholder relationships across diverse industries, including technology, education, and healthcare. Read more.