What Your Brand Can Learn from the Stanley Cup Superfandom
If you’re also at a loss for words around Stanley’s meteoric rise to stardom over the last few weeks, you’re not alone.
ICYMI, Stanley Cups have been flying off store shelves across the nation. From suburban pockets to college towns, the 40-oz Quencher became a must-have item that brought screams and tears of joy to younger consumers eager to get their hands on the next big thing.
But why is a reusable water bottle from a 110-year-old brand ushering in a new wave of superfandom among Gen Z and Gen Alpha? And why has being a part of the Stanley Club become a vital part of their identity?
Let’s unpack how Stanley has created a sense of FOMO amongst the younger generations and what marketers can learn from 2024’s first–and unexpected–viral brand moment.
Understanding the Stanley Cup craze
Stanley Cups have turned into a phenomena characterized by consumers camping outside of Target, dropping hundreds on resales of special editions, committing theft, accumulating cabinet-full collections, and receiving public admiration – all for a tumbler. Scoring a unique Stanley is no easy feat, as it requires a perfect combination of dedication, teamwork, and an abundance of luck.
Why are consumers going crazy over the product?
It starts with a great product: From the moment it was featured in The Buy Guide, a momfluencer-run page that extended the product’s reach to women who were influenced to sell out 5,000 Quenchers in an hour, to the viral #StanleyTumbler TikTok video of it surviving a car fire with ice still inside, the organic word-of-mouth and brand love from consumers are evidence that the Stanley Cup is an all-day, everyday hydration essential worth investing in.
But the biggest unlock for Stanley was its emotional connection with consumers. To build its loyal fanbase, the brand listened to what Quencher enthusiasts like about the product and how it makes them feel when they use it.
For some, the cup is much more of an accessory than a bottle. It is a way to express themselves during any given time and day, whether that is matching the cup’s color to the occasion they’re attending or adding decorative charms that reflect their personality. When collectors open their cabinet and see a multitude of these bottles, they experience a sense of joy and accomplishment.
For others, particularly middle and elementary school girls, it is the cultural cachet the cup carries. As 9-year-old Madalyn from Kentucky attested, “I’m, like, a little bit more popular now, and I’ve been getting more friends because of it.” The desire to fit in and buy into what your classmates deem “cool” is not a new behavior from young consumers, as we’ve seen the hype around Toms and Lokai bracelets for Gen Z in the 2010s.
And if a student doesn't have one or, worse, have a fake one? It could jeopardize their entire social standing. Whereas the majority of Gen Z and Millennials are more concerned about snagging deals and see dupes as a flex, Gen Alpha makes sure that Stanley dupe owners know that what they have is not real, and therefore, not as cool. Because at the end of the day, it is less about the Quencher’s functionality for the youth and more the social status associated with it.
The common thread for either reasoning is a yearning for community and affirmation. The more variety consumers own, the more opportunities they have to participate in culture and connect with others over the shared interest.
What marketers can learn from Stanley
Stanley prides itself in prioritizing a “consumer-first” mindset and works overtime to meet their community where they’re at via interactions with their fanbase, brand collaborations, influencer partnerships, limited edition product drops, and all-around authenticity.
Stanley’s stardom isn’t just a best-in-class example of a brand giving consumers exactly what they want; it’s a moment that brands can learn from and be inspired by. Here are three tips marketers can leverage from Stanley as we head into the remainder of 2024:
Consider the emotional benefit your brand or product provides, and express it in a way that is ownable and resonates with the consumer.
Tune into the organic conversations happening around your brand and be willing to be inspired by them, even if it means shifting your focus.
Championing joy and creative self-expression can go a long way when engaging with the younger generations.
To learn more about how your brand can ride the waves of culture, check out our Connecting to Culture webinar!
