I have the original twist top Stanley (not the fashionable one the girls trample themselves for) and I love it to death. But I do not see the point of "cool girl aesthetic" ones. But the old school Stanleys do last a lifetime.
being from a country where tiktok is banned and never having heard of stanley, looking at this american phenomenon makes me think this is too much craziness for a water container
@@prathamshenoy9840i thought the same until i got one, it’s crazy, but having cold water all day is amazing and i think the colors are just so pleasing to see that it makes u happy to have one and actually use it.
Like the video said toward the end, people are desperate to belong to a group or community. Buying in is the easiest access point. Maybe if we solve the desperation/coping points, we can solve consumerism
I love the way he talks about the brand not being owned by the company, but the people that use it. Yes, it's a company's purpose to create a brand's identity, but it's the culture created by its followers which truly give a brand its power.
What if the brand is using it's customer to propagate itself? Leveraging our mindless need to create memes and participate in trends due to herd mentality. Surely the brand is using the the phenomena of social validation to influence culture?
i don't see the study here? thisis more of marketing for it than actually study this is a lot of fluff the comments were more helpful with all the info nuggets thou
Every behavior is studied. Big data and software/AI make it easy to do. Some companies are likely trying to figure out what the next buying mania could be that would make a quick multimillion dollar pay week or month. Some are probably seeing how this could be used in campaign commercials. @@GreatTaiwan
it is, but a cup for some reason sounds and feels even more random and unreasonable - i (european) even remember watching a random youtube video of a girl unwrapping her christmas present while crying and jumping up and down as it was a pink water cup - for the longest time i thought i missed the point of this video until much later when it sunk in that there is such a thing as a stanley cup that went viral in the US and people are willing to through their hard earned money at a branded watercup - you couldn’t make this stuff up, it’s literally unfathomable if you’re not connected to any of those social media bubbles and stay far away from the US crazyness
@@Spandan941 I’m not a sports fan, but I get the fandom, nostalgia, pride that comes from loving teams and athletes. Even Apple fandom makes more sense because there’s so much to engage with. A cup? I truly don’t get it.
i think its a double edged sword, it works for some time and then dips after a while because of the microtrends phenomenon. its almost impossible for brands to keep up and keep themselves relevant with the limited attention spans of the tiktok consumer. even taking hydroflasks, they had their peak with the whole vsco girl trend, but now theyre falling behind compared to stanley, even though there isnt that stark a difference in quality or type of product. its normal for trends to come and go, but this process is sped up infinitely with social media.
Studying Stanley as a case for how to market a product is kinda counter-productive because they had no control over the car fire video that went viral. Stanley didn't do that. That was the algorithmic lottery. The most you can say is "the moral of the story is to monitor social media and _be ready_ to act if you ever happen to luck into some free momentum". The other thing about social media marketing is that it's a sort of a "live by the sword, die by the sword" sort of deal. Social media hype cycles burst. What does Hydro Flask do with all its sticker-covered water bottles now that Stanleys are the new thing?
Main lessons :) - “People trust people more than any marketing communication.” - “idiots are gonna be idiots” What an amazing marketing strategy execution 🧠
"We are all desperate to connect, to belong, to express who we are, to have a means of identification that is culturally relevant" Damn... That is such a great lens to see humans and apply marketing around it
Bruh is it me or was this video very light on real details. Like sure CEO made the most of the fire incident and they worked with influencers in some manner. I feel like there was very little info on how the campaigns were designed, ran, and maintained
The case of Stanley is quite captivating. The storytelling about the cups and the aesthetic vibes it spread around on social media, particularly TikTok, affected me, and I wanted to purchase one for myself (I didn't eventually). The popularity of these cups is due to a marketing campaign that aims not just to present their product but to create a brand that will influence people to buy it despite high prices. Moreover, people really trust other people, and our era of influencers positively affected the sales of this product. Stanely is not just a cup for the bother but carries with it a whole new identity, such as the aesthetic girl who goes to the gym or office with her huge cup and keeps a healthy lifestyle. I remember back in 2014, we had a similar obsession with "My Bottle" bottles. These were just bottles with the label "My Bottle," but having it meant that you were cool, and I think even water felt tastier in it)). Similarly, I believe that Stanely will go on to capture young people who wish to create specific images. Great review, by the way!!!
John Deere is super anti repair and one farmer even lost his crops because they wouldn't fix his tractor. If you try to fix it your self the computers will shut down your tractor or that feature. They are A number one for mindless consumersism. They have also screwed over farmers by leaking all if the farmers private data
John deere is super anti repair and shut down the tractor if you try to repair it. One farmer needed repairs and John Deere had not techs available so he lost his crops. They also screwed over farmers by leaking their customers private data that they collected using the computer software for the tractors various features
Exactly. All this talk about diversity or being geniuses is totally non-sense. It's just a random fire video went viral. Guess what? Stuff goes viral for many reasons.
In my opinion, covering different diverse colors on the stainless is the key of the brand's marketing... because people are possessive on some colors they like.
Mostly popular in anglophone country but still heavily concentrated in the USA, USA loves water bottles for some reason, like any hype products it spreads worldwide but still not on USA level , it cought on in Brazil but i bet they are all counterfeits😂 with some European countries added to the mix
A CEO sits in a room once a week [ or month] with a bunch of very smart people the company pays to come up with ideas. They pitch their ideas to the CEO. The CEO ask their closest people what they think. Then the CEO picks one of the pitched ideas. If the idea is a success the CEO gets all the credit as if they came up with the idea and implemented all by themselves. If it fails, everyone else gets blamed.
You've really never heard of a CEO getting blamed for things at their company? I'm sure you can find many, many cases of CEO's blamed, including for things they didn't really have anything to do with.
Stanley had help from a mom blog that started the others buying their cups. Then others started talking about how good the cups were. If they didnt have the internet, this craze would not have grew that fast. I did not buy this cup.
Not one of these "experts" mentioned the fact that Stanley coordinated with influencers to make their product go viral? It was mostly paid videos before it reached the masses. They did it to great success in the UK and then did it in America. The fire video was a happy coincidence. This success was basically attributed to a big budget and careful planning.
They failed to mention the driving force and influence of Ashlee LeSueur, Taylor Cannon, and Lindley Hutchinson - the founders and bloggers of an online market and product review website , The Buy Guide
Lol. Nobody knows who those are personally. It’s not them particularly, but it’s all content creators and influencers in general. Not Those three random white women.
Hey Forbes, I believe this strategy rised when the company sympathized with the lady whose car burnt up but the cup was still. It kinda gives a feeling of belonging, Stanley doesn't feel like just a product but something that's got you backed. Some family feeling. 🎉 Stanley #africa #eastafrica #uganda
I got my first stanley cup last year (not the quencher). I compared all the different brands mentioned in this video. However, I think the stanley cup appeal is the simple/functional/large volume design and uncomplicated to use. The large handle gives it that very sturdy look as well. I think it's closest to the perfect functional design really.
Been having my Stanley food container for 8 yrs+. They are the real deal. Never regret it. It really keeps my food hot. Perfect when you work in the snow. And now i have my Stanley cup and it really stays cold. And trust me, on a 120° weather you'll need it to keep cool
"Brands are not owned by the company, they are stewarded by the company. Their meanings are co-created by the people." - Couldn't agree more. Brand Co-Authoring is vital
The Stanley Cup case study really highlights the impact of strategic product marketing. One key takeaway for entrepreneurs is the importance of timing and cultural relevance in marketing campaigns. By aligning a product with current trends and creating a sense of urgency, brands can significantly amplify demand and visibility.
The relatively smaller diameter of the bottom of the Stanley Cup lets it fit into the cup holder in automobiles. A large capacity cup by other manufacturers does not fit into the smaller diameter cup holders. This makes the Stanley Cup more useful.
I don't think the interesting case study comes from the company side, as they merely responded to a trend that was already happening organically completely independently of them. They didn't do anything new that a company like Yeti hasn't already been doing for years, the only difference in going viral is how people started the trend and then the company responded, not the other way around.
I am from Europe and have just recently find out for the existence of such brand and cup. Have never seen anyone around me own such cup, although I found out that is relatively easy to find it and buy it. It’s just not desirable here. I really don’t understand the mania around it. Honestly it doesn’t seem very useful. It’s too big, how do you go anywhere with it. It would not fit in a regular bag. What you need to hold it non stop whenever you go? Not my cup of tea. I like my hands free and small bags with minimum stuff in them.
I have a collection of Stanley food and beverage containers going back to my grandfather's lunch containers from 1915, when he was a roustabout in Kansas. I also take meals on the go with these containers and added canteens, water bottles, and tumblers to the collection. Also, more food containers and the newest tumblers with the push button dispenser for hot coffee, hot green tea, and ice water. Black for coffee, green for green tea, and silver for ice water. Stanley is a trustworthy company with a great line of products.
Working in PR and comms for over 20 years, this video is missing one of the biggest key factors, either the producers ignored it, just missed the mark. WOMEN. This phenomenon is 100% bolstered by women's herd like and hive minded behavior. Oh my friends have it so I must have it. If we took the demo if Stanley cup buyers it would 99 women or females. Ain't no dudes would be caught drinking out of this cup. Guys still use Yeti or Hydro. Yes Stanley was super smart to pivot and see that, hey females are buying these. Let's make them pink and shiny. To completely ignore the power of female buyers in this "case study" is beyond bad. Not a complete picture and not addressing the main customers that made this such a viral hit.
It's not PC to say they specifically targeted women and their tendencies towards hivemindedness. The have to disguise it as 'creating community', 'finding new audiences' etc
tbh, it's not the brand that's made me buy it. it was the new design of a large cup in the size of a water jug that got me to buy it before. and i am not american and have never been to the states. i simply found it before in japan and thought the design was a nice idea, even though the brand was relatively unknown to me.
Japan and south korea had that design for years and years. I'm sure the chinese copied the design and since most american companies have chinese manufacturers Stanley has that design....
@@shadow_realm47 i just saw one displayed in a shop in tokyo last year when i visited and my sister told me she knew of a friend that sold that same brand in my country but cheaper so when i went back to my country, i just ordered that from my sister's friend's shop. I think there were no other brands selling that same design in my country or at least they were mostly relatively unknown and stanley is still kind of relatively unknown in my country compared to other brands of water jugs people carry in my country
I have a $5.00 water bottle that i got in 2008. It works fine. I didnt have the need to buy a huge, expensive stanley cup. My ceramic mug is fine for drinking water.
@prathamshenoy9840 have you seen the craziness in usa stores over the stanley cups? They showed one person stealing them in car trunk. I find the price outrageous.
These bottles are made of stainless steel, which are readily available in India. We have stainless steel bottles running fine for literally decades. Now what Stanley did different is pure marketing. Fancy colours, different shape, influencer collaboration- that’s it. Such is the marketing (and FOMO) that I almost messaged my sister in US to get one for me lol. But knowing it’s the durable material behind the magic, I’ll stick to the ones I get in India
More bottles in the ocean. A complete waste of time. All these expensive go to the same place water bottles go...the ocean. Nobody needed this garbage when we were younger.
I recommend a book called "All marketers are liars". It explains this topic perfectly (about creating a story and community as a main goal, not the product).
The CNBC Make It YT channel has a better explanation of Stanley’s popularity. In short, it was a mom blog group that had a lot of interest in Stanley and that started the shift to marketing it to women.
Stanley should think of getting covers for the straw. As a first time user, I didn’t get a cap differently because I didn’t realise a cup like this needed something other than what’s sold. Long story short, I left it in my bag and water spilled into my iPad. My iPad is damaged because I didn’t know I needed to get a cover
It also works if you have a good product to begin with, for example, the Stanley cup is a big cup (fewer refills, stays longer), is stainless steel and actually isolates temperature, and has a handle so you won't have to hold it from the body, has a cap so less prone to spilling, the cap allows for a straw convenient and fun to drink from. Also buying it alongside the non-spillable rubber parts will make it non-spillable if you take it outside the house and treat it like a water bottle. In my country, we don't have a Stanley and I can't find any other flask like this, it always has to be missing one of the features of Stanley, it feels like the product itself is somewhat more complete than other products in the market.
@@handfuloflight good question, the majority are not, but where I work they surprisingly would pay more, I went to work one day found everyone with a stranley, I was puzzled on how they got it, my comment is so old but till this day we don't have it in the country yet, so people ship it from abroad which makes its price 4× its actual price due to customs & taxes here. So what the majority do is reach out to their relatives who live abroad and ask them to buy it & hide it from customs
it’s a nice cup. i had three stanley’s before they blew up. i was already sold on the brand. tried many tumblers but just didn’t like how flimsy they felt. or cheap they felt on the outside. i chose stanley. ❤
The strategy is incredibly good and efficient, it CAN and WILL translate to success and revenue…. BUT!!!! it MUST come with top notch quality standards and suitable funding. So, go ahead and build a community, but make sure there is a backbone to back it up and the funds to deploy this amazing marketing strategy.
I don't like the messages at 8:00 yes, it's wrong to peer pressure people into "wanting" something, it's wrong to push people needlessly into wasteful consumerism of overpriced stuff because "status". It's a cup! All work the same!
2 important factors to consider 1) luck. It got into the right influencers hand at the right time to end up going viral. 2) human’s innate desire for status. Add 1 to 2 and you have the success of the Stanley Cup. Could Stanley Cup replicate its own success again? Probably not. Luck is key here. What Stanley Cup did do is leverage the luck they found themselves in.
The MSP bottle has thermostat stainless steel, which are readily available in India. We have stainless steel bottles running fine for literally decades. Now what Stanley did different is pure marketing. Fancy colours, different shape, influencer collaboration and of course the fire incident that bought Stanley to limelight. Such is the marketing (and FOMO) that I almost messaged my sister in US to get one for me lol. But knowing it’s the durable material behind the magic, I’ll stick to the ones I get in India.
It's not a bottle, it's a cup. And it's not just something to brag about or being a part about a community. For someone who has spent thousands on bottles because I have a hard time wanting to drink enough water, the cup truly helps make it easier for me to stay hydrated. Second reason why it's amazing: It's not about how it looks. It's about how it works. The cup actually holds it's temperature. You can buy similar cups of the exact same "look" and it won't do it's job right. People trust people, but people also trust quality. Pencils also contain lead. Why do people still use it? It's marketed as a tool to be used on surfaces, not food. Just because there's lead in Stanley cups doesn't mean it's design exposes you to it.
He said “idiots are gonna be idiots” and I couldn’t agree more😂
best lesson
I have the original twist top Stanley (not the fashionable one the girls trample themselves for) and I love it to death. But I do not see the point of "cool girl aesthetic" ones. But the old school Stanleys do last a lifetime.
You cheer on that bully mentality😊 exactly what he says rhen😂😂
Yeah than he said it shows demand right after. Must be demand for idiots who follow trends and like to pay the price for it.
Bruh😭😭🤣🤣
The Stanley cup phenomenon should make us all pause and think, why am I such a mindless consumer.
Quality of education has gone down, or they don’t focus on how companies work to persuade you to buy their useless products.
being from a country where tiktok is banned and never having heard of stanley, looking at this american phenomenon makes me think this is too much craziness for a water container
@@prathamshenoy9840i thought the same until i got one, it’s crazy, but having cold water all day is amazing and i think the colors are just so pleasing to see that it makes u happy to have one and actually use it.
uhh, not everyone bought it 😂
Like the video said toward the end, people are desperate to belong to a group or community. Buying in is the easiest access point. Maybe if we solve the desperation/coping points, we can solve consumerism
I love the way he talks about the brand not being owned by the company, but the people that use it. Yes, it's a company's purpose to create a brand's identity, but it's the culture created by its followers which truly give a brand its power.
What if the brand is using it's customer to propagate itself? Leveraging our mindless need to create memes and participate in trends due to herd mentality.
Surely the brand is using the the phenomena of social validation to influence culture?
Very beautiful said !
I personally find it a bit silly but it really is a great case study.
no it isn't. it didn't really take-off. it can't be compared to Crocs
I assume they must have a beanie baby and tulip bulb inside.
i don't see the study here?
thisis more of marketing for it than actually study
this is a lot of fluff the comments were more helpful with all the info nuggets thou
Every behavior is studied. Big data and software/AI make it easy to do. Some companies are likely trying to figure out what the next buying mania could be that would make a quick multimillion dollar pay week or month. Some are probably seeing how this could be used in campaign commercials.
@@GreatTaiwan
Well, if you benefit from its high insulation and large capacity, as well as the product's robustness, it makes some sense. Otherwise it is silly.
“People trust people more than any marketing communication.”
Exactly
Building a personality around a cup is an interesting life choice.
Isn't it for everything else too?
it is, but a cup for some reason sounds and feels even more random and unreasonable - i (european) even remember watching a random youtube video of a girl unwrapping her christmas present while crying and jumping up and down as it was a pink water cup - for the longest time i thought i missed the point of this video until much later when it sunk in that there is such a thing as a stanley cup that went viral in the US and people are willing to through their hard earned money at a branded watercup - you couldn’t make this stuff up, it’s literally unfathomable if you’re not connected to any of those social media bubbles and stay far away from the US crazyness
@@Spandan941 I’m not a sports fan, but I get the fandom, nostalgia, pride that comes from loving teams and athletes. Even Apple fandom makes more sense because there’s so much to engage with. A cup? I truly don’t get it.
Hahaha!!!
this is great new for business owners
We live in the "viral & trending" culture. And that's heaven for marketing.
not always
It really is if it takes off well
We always lived in it way before the internet and tiktok
i think its a double edged sword, it works for some time and then dips after a while because of the microtrends phenomenon. its almost impossible for brands to keep up and keep themselves relevant with the limited attention spans of the tiktok consumer. even taking hydroflasks, they had their peak with the whole vsco girl trend, but now theyre falling behind compared to stanley, even though there isnt that stark a difference in quality or type of product. its normal for trends to come and go, but this process is sped up infinitely with social media.
Studying Stanley as a case for how to market a product is kinda counter-productive because they had no control over the car fire video that went viral. Stanley didn't do that. That was the algorithmic lottery. The most you can say is "the moral of the story is to monitor social media and _be ready_ to act if you ever happen to luck into some free momentum".
The other thing about social media marketing is that it's a sort of a "live by the sword, die by the sword" sort of deal. Social media hype cycles burst. What does Hydro Flask do with all its sticker-covered water bottles now that Stanleys are the new thing?
It's about timing.
It's about luck and timing but you probably can pay to make a video go viral.
What if the incidence was staged.
Mass ignorance has momentum? Thanks, now I'm not going to sleep tonight.
Schlock will make us free!
Are you absolutelly sure that "Stanley didn't do that"?
Main lessons :)
- “People trust people more than any marketing communication.”
- “idiots are gonna be idiots”
What an amazing marketing strategy execution 🧠
"We are all desperate to connect, to belong, to express who we are, to have a means of identification that is culturally relevant"
Damn...
That is such a great lens to see humans and apply marketing around it
Bruh is it me or was this video very light on real details. Like sure CEO made the most of the fire incident and they worked with influencers in some manner. I feel like there was very little info on how the campaigns were designed, ran, and maintained
It was extremely light on details. They just regurgitated the same talking points by using different words each time.
Exactly. Finally someone said something about the vid being light on detail
They didnt even tslk abt the strategy 🤣
The case of Stanley is quite captivating. The storytelling about the cups and the aesthetic vibes it spread around on social media, particularly TikTok, affected me, and I wanted to purchase one for myself (I didn't eventually). The popularity of these cups is due to a marketing campaign that aims not just to present their product but to create a brand that will influence people to buy it despite high prices. Moreover, people really trust other people, and our era of influencers positively affected the sales of this product. Stanely is not just a cup for the bother but carries with it a whole new identity, such as the aesthetic girl who goes to the gym or office with her huge cup and keeps a healthy lifestyle. I remember back in 2014, we had a similar obsession with "My Bottle" bottles. These were just bottles with the label "My Bottle," but having it meant that you were cool, and I think even water felt tastier in it)). Similarly, I believe that Stanely will go on to capture young people who wish to create specific images. Great review, by the way!!!
Wait til John Deere starts making pretty pink lawn mowers and 🚜❣️ i’ll be right there wanting one
😂😂
John Deere is super anti repair and one farmer even lost his crops because they wouldn't fix his tractor. If you try to fix it your self the computers will shut down your tractor or that feature. They are A number one for mindless consumersism. They have also screwed over farmers by leaking all if the farmers private data
John deere is super anti repair and shut down the tractor if you try to repair it. One farmer needed repairs and John Deere had not techs available so he lost his crops. They also screwed over farmers by leaking their customers private data that they collected using the computer software for the tractors various features
It's a status symbol now that they have pretty colors and have a cuter shape. There.
Exactly. All this talk about diversity or being geniuses is totally non-sense. It's just a random fire video went viral. Guess what? Stuff goes viral for many reasons.
That's LITERALLY all it is
It’s a great way to identify the dumbest person in the room
@@mrarfarf I'm sure 100+ years old company is more than just successful cuz of a recent viral video
@@rogerc23 Why because they like a cup? Now every brand is copying that brand you can't avoid it when buying a water bottle almost lol
this could be the greatest branding video i have ever seen.
In my opinion, covering different diverse colors on the stainless is the key of the brand's marketing... because people are possessive on some colors they like.
This is a phenomenon quite concentrated maybe even limited to US... Maybe a little in Canada..
I would likely disagree. I live is Australia. Seeing same thing happening.
Mostly popular in anglophone country but still heavily concentrated in the USA, USA loves water bottles for some reason, like any hype products it spreads worldwide but still not on USA level , it cought on in Brazil but i bet they are all counterfeits😂 with some European countries added to the mix
stanley is big deal in brazil too.
Its a big deal in UAE
I guess Americana culture is still going strong world wide!
A CEO sits in a room once a week [ or month] with a bunch of very smart people the company pays to come up with ideas. They pitch their ideas to the CEO. The CEO ask their closest people what they think. Then the CEO picks one of the pitched ideas. If the idea is a success the CEO gets all the credit as if they came up with the idea and implemented all by themselves. If it fails, everyone else gets blamed.
You've really never heard of a CEO getting blamed for things at their company?
I'm sure you can find many, many cases of CEO's blamed, including for things they didn't really have anything to do with.
Stanley had help from a mom blog that started the others buying their cups.
Then others started talking about how good the cups were.
If they didnt have the internet, this craze would not have grew that fast.
I did not buy this cup.
MLM vibes
But we do have the internet. We will always have the internet. We have had it for ages.
@@oopsySeason The public internet started around 1995.
@@arfriedman4577 29 years ago... that's longer than my entire lifetime.
I read about this and how the blog begged Stanley to bring back the quencher cups
I had never heard about this cup but you guys posting a video made me look it up so you're the one doing marketing
Not one of these "experts" mentioned the fact that Stanley coordinated with influencers to make their product go viral? It was mostly paid videos before it reached the masses. They did it to great success in the UK and then did it in America. The fire video was a happy coincidence. This success was basically attributed to a big budget and careful planning.
Egg-zack-lee
Hopefully one day we will be able to marketing something better the consumerism of a cup
I could listen to Dr. Collins teach all day!
They failed to mention the driving force and influence of Ashlee LeSueur, Taylor Cannon, and Lindley Hutchinson - the founders and bloggers of an online market and product review website , The Buy Guide
shocker! another video by these online news outlets that hasnt been properly researched, vox always do this too :/
Lol. Nobody knows who those are personally. It’s not them particularly, but it’s all content creators and influencers in general. Not
Those three random white women.
Hey Forbes, I believe this strategy rised when the company sympathized with the lady whose car burnt up but the cup was still.
It kinda gives a feeling of belonging, Stanley doesn't feel like just a product but something that's got you backed.
Some family feeling. 🎉 Stanley
#africa #eastafrica #uganda
I got my first stanley cup last year (not the quencher). I compared all the different brands mentioned in this video. However, I think the stanley cup appeal is the simple/functional/large volume design and uncomplicated to use. The large handle gives it that very sturdy look as well. I think it's closest to the perfect functional design really.
Been having my Stanley food container for 8 yrs+. They are the real deal. Never regret it. It really keeps my food hot. Perfect when you work in the snow. And now i have my Stanley cup and it really stays cold. And trust me, on a 120° weather you'll need it to keep cool
And remember, this video has been sponsored by Stanley, get yours now!
"Brands are not owned by the company, they are stewarded by the company. Their meanings are co-created by the people." - Couldn't agree more. Brand Co-Authoring is vital
The Stanley Cup case study really highlights the impact of strategic product marketing. One key takeaway for entrepreneurs is the importance of timing and cultural relevance in marketing campaigns. By aligning a product with current trends and creating a sense of urgency, brands can significantly amplify demand and visibility.
"As long as it makes you happy and doesn't hurt anyone, do it"
The relatively smaller diameter of the bottom of the Stanley Cup lets it fit into the cup holder in automobiles. A large capacity cup by other manufacturers does not fit into the smaller diameter cup holders. This makes the Stanley Cup more useful.
I think so too
Same thing with Crumbl Cookies. Instead of being a megaphone in your marketing focus in peer marketing was such a good way to put it.
I love case studies
“Brands are not owned by the company.” Love that point.
I don't think the interesting case study comes from the company side, as they merely responded to a trend that was already happening organically completely independently of them.
They didn't do anything new that a company like Yeti hasn't already been doing for years, the only difference in going viral is how people started the trend and then the company responded, not the other way around.
I need this kinda marketing for my RUclips channel and potential future business
I am from Europe and have just recently find out for the existence of such brand and cup. Have never seen anyone around me own such cup, although I found out that is relatively easy to find it and buy it. It’s just not desirable here. I really don’t understand the mania around it. Honestly it doesn’t seem very useful. It’s too big, how do you go anywhere with it. It would not fit in a regular bag. What you need to hold it non stop whenever you go? Not my cup of tea. I like my hands free and small bags with minimum stuff in them.
Great story and product. I don't have a problem with a product that helps people hydrate more and reduce pollution from plastic single use bottles.
I have a collection of Stanley food and beverage containers going back to my grandfather's lunch containers from 1915, when he was a roustabout in Kansas. I also take meals on the go with these containers and added canteens, water bottles, and tumblers to the collection. Also, more food containers and the newest tumblers with the push button dispenser for hot coffee, hot green tea, and ice water. Black for coffee, green for green tea, and silver for ice water. Stanley is a trustworthy company with a great line of products.
1:11 no one should be THAT excited to be gifted a cup at Christmas
NO NORMAL SOUND PERSON
I’ve never even heard of these cups before this video 😂
you and millions of Americans. it's a marketing ploy, jws are at work. they need money to fund their jncd 😑
Lol
Now you did and phenomenal
Me too lol
I've been seeing the shape everywhere - just not the brand.
Terence Reilly is being Hip-Hop - he’s sampling and collaborating with culture.
Egg-zack-lee
Thank you for uploading this and providing such interesting information.
Working in PR and comms for over 20 years, this video is missing one of the biggest key factors, either the producers ignored it, just missed the mark. WOMEN. This phenomenon is 100% bolstered by women's herd like and hive minded behavior. Oh my friends have it so I must have it. If we took the demo if Stanley cup buyers it would 99 women or females. Ain't no dudes would be caught drinking out of this cup. Guys still use Yeti or Hydro. Yes Stanley was super smart to pivot and see that, hey females are buying these. Let's make them pink and shiny. To completely ignore the power of female buyers in this "case study" is beyond bad. Not a complete picture and not addressing the main customers that made this such a viral hit.
Both yeti and hydro already had their usa bottle water hype moment, the usa seems to have a lot of sath mom’s in the midwest
It's not PC to say they specifically targeted women and their tendencies towards hivemindedness. The have to disguise it as 'creating community', 'finding new audiences' etc
If it makes you happy do it as long as it never hurts anyone.
Amazing, I concur with that diversity in marketing mediums
What a rhythmic intro ❤
I’ve never even heard of these cups before this video.. Nice job for this branding video
No, they promote each person to have more than one stanley cup. How many do you need to be sustainable? ONLY ONE!
My partner's father has one for every day of the week smh
@@AmandaabnamA lol
tbh, it's not the brand that's made me buy it. it was the new design of a large cup in the size of a water jug that got me to buy it before. and i am not american and have never been to the states. i simply found it before in japan and thought the design was a nice idea, even though the brand was relatively unknown to me.
Japan and south korea had that design for years and years. I'm sure the chinese copied the design and since most american companies have chinese manufacturers Stanley has that design....
@@shadow_realm47 i just saw one displayed in a shop in tokyo last year when i visited and my sister told me she knew of a friend that sold that same brand in my country but cheaper so when i went back to my country, i just ordered that from my sister's friend's shop. I think there were no other brands selling that same design in my country or at least they were mostly relatively unknown and stanley is still kind of relatively unknown in my country compared to other brands of water jugs people carry in my country
I have a $5.00 water bottle that i got in 2008. It works fine.
I didnt have the need to buy a huge, expensive stanley cup.
My ceramic mug is fine for drinking water.
who goes crazy over a water container anyway? especially if it has no revolutionary design or innovation?
@prathamshenoy9840 have you seen the craziness in usa stores over the stanley cups?
They showed one person stealing them in car trunk.
I find the price outrageous.
you missed the whole point...
people didn't buy the product for what it was. They did it out of FOMO.
@@PateBosch I wasn't brought up with FOMO mentality or wasting money. Thanks for the explanation.
These bottles are made of stainless steel, which are readily available in India. We have stainless steel bottles running fine for literally decades.
Now what Stanley did different is pure marketing. Fancy colours, different shape, influencer collaboration- that’s it.
Such is the marketing (and FOMO) that I almost messaged my sister in US to get one for me lol. But knowing it’s the durable material behind the magic, I’ll stick to the ones I get in India
More bottles in the ocean.
A complete waste of time.
All these expensive go to the same place water bottles go...the ocean.
Nobody needed this garbage when we were younger.
Interesting case study. very useful for future entrepreneurship.
I love stanley for their Thermo hot water bottles 1:35, our parents and grand parents had these. Dont know about these gen z hype tho
I recommend a book called "All marketers are liars". It explains this topic perfectly (about creating a story and community as a main goal, not the product).
This video itself contributes to the ‘hype’
I still don't understand! And why would you want to be exactly the same as every other person out there?
Bc many ppl don’t want to stand out prob due to insecurities and low self-esteem. They just want to be accepted by the group. Sad.
The CNBC Make It YT channel has a better explanation of Stanley’s popularity.
In short, it was a mom blog group that had a lot of interest in Stanley and that started the shift to marketing it to women.
My dad used a Stanley thermos every morning with coffee going into the factory back in the 80s. Too funny
Dr Marcus Collins hit it right in the center with his remarks about brands
yes. this man is a freaking genius!
Lemmings is the only word I associate with Stanley cups.
The quaaludes???
Stanley should think of getting covers for the straw. As a first time user, I didn’t get a cap differently because I didn’t realise a cup like this needed something other than what’s sold. Long story short, I left it in my bag and water spilled into my iPad. My iPad is damaged because I didn’t know I needed to get a cover
They didn't say what stanley did other than release a limited edition? They just explained reception.
Interesting video!! Still don't really get hyped though
You are all missing the fact that this brand had a huge success in mate users. it became like a status product in Argentina 10 years ago.
It also works if you have a good product to begin with, for example, the Stanley cup is a big cup (fewer refills, stays longer), is stainless steel and actually isolates temperature, and has a handle so you won't have to hold it from the body, has a cap so less prone to spilling, the cap allows for a straw convenient and fun to drink from. Also buying it alongside the non-spillable rubber parts will make it non-spillable if you take it outside the house and treat it like a water bottle. In my country, we don't have a Stanley and I can't find any other flask like this, it always has to be missing one of the features of Stanley, it feels like the product itself is somewhat more complete than other products in the market.
Is your countrys market willing to pay $40-45 for a stanley?
@@handfuloflight good question, the majority are not, but where I work they surprisingly would pay more, I went to work one day found everyone with a stranley, I was puzzled on how they got it, my comment is so old but till this day we don't have it in the country yet, so people ship it from abroad which makes its price 4× its actual price due to customs & taxes here. So what the majority do is reach out to their relatives who live abroad and ask them to buy it & hide it from customs
@@IshraqAhmedJamaluddin wow... and all just to have the brand?
People are going to people,🤣. I'm folding that into my daily vocabulary.
Watching this video makes me want a Stanley cup!
😭😂watching this while waiting my Stanley from Amazon
I am someone who bought a random water bottles at Target before 2019, bought Hydro Flask bottles in 2020, and Stanley in 2024.
they did an amazing job
0:50 Some products have suprizing beginings
Love this story!!!
it’s a nice cup. i had three stanley’s before they blew up. i was already sold on the brand. tried many tumblers but just didn’t like how flimsy they felt. or cheap they felt on the outside. i chose stanley. ❤
Me ohhhh marketing *takes a sip from my Stanley *
... all this, and also driving NHL Hockey fans berzerk with the mere mention of the product name
i still find it weird how I love my Hydroflasks because they're so good, but I don't connect with Stanley, nor understand the people around it.
The strategy is incredibly good and efficient, it CAN and WILL translate to success and revenue…. BUT!!!! it MUST come with top notch quality standards and suitable funding. So, go ahead and build a community, but make sure there is a backbone to back it up and the funds to deploy this amazing marketing strategy.
When watered bottle first started appearing, I thought, who would pay for bottled tap bottle? I was so wrong, humans are dumb!
People pay for comfort, convenience and in Current times the image of being a class apart.
For the gym or the office it's convenient
The term "affordable luxury" says it all.
I don't like the messages at 8:00 yes, it's wrong to peer pressure people into "wanting" something, it's wrong to push people needlessly into wasteful consumerism of overpriced stuff because "status". It's a cup! All work the same!
In January 2024, a spokesperson for Stanley Cup maker Stanley confirmed that the cups contain lead.
And?
..and the FAMOUS Hockey Trophy..NHL FINALS!!😊
2 important factors to consider
1) luck. It got into the right influencers hand at the right time to end up going viral.
2) human’s innate desire for status.
Add 1 to 2 and you have the success of the Stanley Cup. Could Stanley Cup replicate its own success again? Probably not. Luck is key here. What Stanley Cup did do is leverage the luck they found themselves in.
The MSP bottle has thermostat stainless steel, which are readily available in India. We have stainless steel bottles running fine for literally decades.
Now what Stanley did different is pure marketing. Fancy colours, different shape, influencer collaboration and of course the fire incident that bought Stanley to limelight.
Such is the marketing (and FOMO) that I almost messaged my sister in US to get one for me lol. But knowing it’s the durable material behind the magic, I’ll stick to the ones I get in India.
Still u fall for it😂
Leveraging influencers and social media, genius indeed.
Good thing I don’t use TikTok. Useless products for sheeps. But big W for the Company.
Any books Reilly wrote?
So its basically a trading card collection for girls and women
🎉bestest Quality!!!
Nice stanly cup , also comes in lovely colours
I have no idea what a Stanley cup is. So, however good of a marketing strategy it has, hasn't reached me so far.
That cup is the definition of convenience.
Clicked the video waiting to hear something about ice hockey, but I guess I'm still all here for this instead.
Can I get through this because of the music in the background. So distracting
Have a large old school one in my car forever, other than that, a Hydro-Flask on the go
It's not a bottle, it's a cup. And it's not just something to brag about or being a part about a community. For someone who has spent thousands on bottles because I have a hard time wanting to drink enough water, the cup truly helps make it easier for me to stay hydrated. Second reason why it's amazing: It's not about how it looks. It's about how it works. The cup actually holds it's temperature. You can buy similar cups of the exact same "look" and it won't do it's job right. People trust people, but people also trust quality. Pencils also contain lead. Why do people still use it? It's marketed as a tool to be used on surfaces, not food. Just because there's lead in Stanley cups doesn't mean it's design exposes you to it.
Which other cups did you test this against?
Interesting way to think on this. The "other girls who have one in their hand" Crazy but it's so true today.
Wow! I love all the female voices Forbes brought on for this female-led product marketing conversation!