The Stanley Tumbler phenomenon was brought to my attention by my daughter. I’d never heard of it, so decided to explore it further. It’s an amazing story of how a brand emerged from nowhere to dominate its category.
Over the past couple of years, the ‘Adventure Quencher Travel Tumbler’ - to give it its full name - has become an object of desire. In 2023, sales were around $750 million vs $70 million in 2020.
So why has it become so successful? Here are the key reasons.
1 It was adopted by a passionate community
Originally it was taken up by the Morman community in Utah. They’re affluent and well-connected. As they are not allowed to drink coffee and tea, they’re obsessed with what they call ‘dirty soda’. Soft drinks spiked with other ingredients.
The online influencers within the community caused it to spread and grow. They rediscovered the Stanley Tumbler and deemed it the perfect soda vessel. From there, its fame spread like wildfire.
2 It has an interesting backstory
The Stanley brand has been around for over a 100 years and specialises in camping and outdoor gear. Targeted at blue-collar men, for decades the Stanley thermos flask trundled along.
The company has a reputation for creating hard-wearing products and being very down-to-earth. A solid foundation to build from. The original thermos flask accompanied pilots in World War 2. It’s not some made-up brand. It has provenance and roots.
3 Fundamentally, it’s a really good product
One TikTok video in particular caused people to sit up and notice. A burnt-out car was filmed with an undamaged Tumbler – which still had ice in it. It provided evidence of the product’s durability. It racked up many millions of views.
The Tumbler features a lid with a straw, a chunky handle, and an insulated body that is tapered, allowing it to fit in a cup holder. For a car-addicted, ice-obsessed society, this was exactly what people were looking for.
Whenever I’ve read product quality reviews, the Stanley Cup always scores favourably. It comes in many colours. So for the fans and the fashion-conscious, there’s always something new to discover.
4 Scarcity and Fomo
The initial success of the Quencher caught the organisation by surprise. Demand outstripped supply and it frequently sold out. Everyone wanted one, particularly the limited editions. Pictures of empty shelves appeared in the media. Purchases were limited to 2 per person. Stanley Tumblers started to appear on eBay, on sale for extortionate prices. It became a status symbol. All of which served to fuel the hype.
5 Social media amplification
The Tumbler has inundated TikTok, where the hashtag #stanleytumbler has over a billion views. Instagram influencers share photos of their Tumbler collections. The same hashtag has over 189000 views on Instagram. In no time at all, the celebrities jumped on board. Oliver Rodigro is a fan. As is Adele. All happily sharing their love for the Stanley Tumbler.
6 Marketing opportunism
None of this success happened by chance. The organisation saw what was happening and took advantage of its success. The woman who owned the burnt-out car in the video was given a new car by Stanley. (And a stock of Tumblers). It became very newsworthy and appeared in all the main media channels.
They continued to launch special editions to keep the brand in the news. A pink Valentine’s Day edition was launched in partnership with Starbucks and Target. People camped out overnight, so they wouldn’t miss out. It reminded me of the early days of the Apple iPhone.
They created affiliate partnerships with e-commerce sites and influencers who featured and promoted the brand. One site called The Buy Guide was particularly important in popularising the Tumbler.
Summary
There was not one specific thing that made the Stanley Tumbler such a hit. It all came together to create a phenomenon. A community embracing it. Influencers promoting it and selling it directly. Scarcity fuelling demand, backed by a huge presence on social media. Momentum was maintained by a stream of new versions and celebrities giving it their seal of approval.
How long will it last? Who knows? The hype is bound to fade as the Stanley Tumbler moves into the mainstream. Something new and exciting is bound to come along. In the past, other portable bottles have been in vogue - such as Chilly’s Hydroflask and S’well.
True to its roots, Stanley makes long-lasting, durable products. The Adventure Quencher Travel Tumbler fits that brief. Even after the hype fades, it will be around for a long time to come. Maybe it will last another 100 years.