How did a simple water bottle drive Stanley’s annual sales from $75 million to a whopping $750 million in a single year? By any yardstick, it's a remarkable achievement.
The Stanley cup - not to be confused with the championship trophy awarded annually to the National Hockey League playoff champion or, indeed, the fourteenth and final episode in the tenth season of the American animated television series South Park - has been making waves across the US, with people camping out at Target to be sure to nab limited-edition versions of its “Quencher” tumbler.
The wild craze is all thanks to clever moves from Global President Terence Reilly, who’s been leading an absolute master class on how to leverage social media marketing. Not ad for a company that's been plodding along making stainless steel flasks, mugs and water-coolers since 1913.
Stanley’s latest cup, the 'Quencher,' is taking TikTok by storm, reports TheFutureParty. Sales have shot up nearly 8 fold after the brand released a redesigned version of its bottle with different colors in 2022. Since then, creators on TikTok have been filming unboxing videos, collecting different colors, and selling customized tumblers for hundreds of dollars.
Last week, in Target stores across the US, crowds of customers rushed to stores to buy various limited-edition versions of the Stanley Cup, at prices of around $50 a pop. If we've learned anything from the previous Target x Stanley collaborations, it's that Target shoppers love an exclusive tumbler drop. As such, some store locations have had to post purchase limits of five Stanley items per customer, says Yahoo!Finance.
How did a simple water bottle drive Stanley’s annual sales from $75 million to a whopping $750 million in a single year? Well, since Reilly joined in 2020, he’s leaned heavily into influencer marketing - collabs with brands and celebrities, as well as releasing new colors with limited-edition drops. Stanley has now sold more than 10 million Quenchers, and demand doesn’t seem to be waning anytime soon.
Songs and Albums Change to Maximise Streaming: Streaming has made music listenership skyrocket (1 trillion streams in the US alone last year), but the royalty equation is also changing how artists are making music - shorter songs, longer albums, and a creative injection of global appeal. Read on...
Today's Articles
What Went Right Last Week: Synopsis of the most important good news from around the world.
Hilarious Selfies: A collection of amusing selfies taken by an assortment of different animals.
Head Scratcher: Gigantic structures found in space by British student challenges our understanding of the universe.
Game Changer: This boring-looking vehicle is actually amazing.
It's Good to Laugh: Funny short jokes from last year's Edinburgh Fringe.
Top Performers: A handful of last week's most popular (and amusing) articles, plus the most watched mood boosting video.