The Stanley Tumbler Story

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.

To Be More Creative, Just Follow the Rules

I’m reading a great book on storytelling called ‘Into the Woods’ by John Yorke. What struck me was how rule-bound everything is. The way you structure a story, and how you create characters. How you create drama, intrigue, and heart-stopping moments.

All the elements of a great story follow a clear set of rules. And have done so for centuries, no matter whether you’re sitting around a campfire or creating a Hollywood blockbuster.

To be creative we’re often encouraged to break existing rules. I’ve heard this so many times - and said it too. However, I’ve concluded that this is not the best advice. Focus instead on understanding the rules of creativity intimately and become adept at following them. This is the true path to creativity.

Understanding rules is not just for storytellers. The same applies to any creative field. If you’re cooking, you need to understand food chemistry. What happens when heat is added. How flavours combine. The role of fat, sugar and acids and how they react to each other. (I got all this from my favourite Summer read - Lessons in Chemistry.)

The same with playing a musical instrument, drawing, dancing - anything. You’ve got to invest the time and effort into learning and following the rules. Alexander McQueen was one of his generation's most celebrated and creative fashion designers. Aged 16, he served a two-year apprenticeship in tailoring on Savile Row and worked for other fashion labels. He then completed a Masters in fashion at Central St Martins. He was a true craftsman and an expert tailor before he launched his brand.

Once you’ve mastered the rules, you can push and challenge them with more confidence and freedom. You’ll feel powerful enough to improvise and play around like a jazz musician. If, for example, you’re an architect, once you’ve mastered your craft you can experiment with new materials, new structures or add personal flourishes.

SUMMARY

Saying ‘break the rules’ is a trite and obvious thing to say when encouraging people to be creative. I understand why. Creativity is about standing out and being original. We mustn’t just copy and imitate everything that has gone before.

However, getting to know the rules is fundamental to creativity. Like the storytelling experts tell us, there are tried and tested ways of taking people on an emotional journey and keeping people engaged.

Mastering rules is hard and time-consuming. It requires practice and dedication. I guess that’s why being creative is a lifetime’s journey.

Getting Going is the Tough Part

Self-improvement is on everyone’s mind at the moment. We’re inundated with articles on how to get fitter, how to achieve our goals, and how to make this year your best year ever. We’re certainly not short of advice and inspiration. It’s all around us.

I’ve only got one suggestion to make - to simply get going. No matter what your ambition is, just start small.

If you want to get fitter, go to the gym, do one exercise, and then leave. If you want to learn a new language, spend 1 minute on Duolingo and then put the phone down. If you want to publish more articles. Write the headline, then save it.

Once you’ve made the first step, the second step is so much easier. You’re not starting from zero. You’re no longer procrastinating, you’re on your way. It’s like a weight has been lifted off you. You will have shifted from planning to doing.

After this, you can begin to create the routines and habits that help you move forward. The second step is easier than the first, the third step is easier than the second and in no time at all, it becomes second nature. You’re on your way.

Summary

Getting going is always the difficult bit. It’s hard to snap out of your inertia, particularly in January, when you’re feeling jaded and it’s dark and cold outside. Therefore, don’t be overambitious. Don’t set scary resolutions. Decide what kind of person you want to be in 2024, then just make a simple start. Keep moving forward slowly. If you keep this going, then I’m sure that this could be your best year ever!

Your Best is Yet Come

A few weeks ago I was listening to an episode of Desert Island Discs with Adrian Edmondson. When the host, Lauren Laverne asked him what he considered his biggest achievement, he replied - I hope that my best is yet to come. I loved that answer. Adrian Edmondson is 66. A successful comedian, actor and writer. Almost a national treasure. Yet he still felt his best years were ahead of him. I nearly cheered.

I admire people who continue to push themselves. People who seek to learn and grow in their later years, even though they’ve already achieved so much.

I’m a huge fan of the artist David Hockney. He’s now 86 and is as innovative and productive as ever. There’s currently an exhibition of his work at the National Portrait Gallery entitled Drawing From Life. It’s wonderful. The range of his work is extraordinary. His most recent work is a series of portraits from 2022, which I loved.

At Tate Britain, there’s currently a large exhibition on feminism, called WOMEN IN REVOLT! ART AND ACTIVISM IN THE UK 1970-1990. For many of the featured artists, this is the first time their work has been given such a significant public platform.

Projected onto a wall is a 1977 piece by Raincoats bassist Gina Birch, made when she was at art school. Entitled 3 Minute Scream, it’s exactly that: Gina screaming into the camera for 3 minutes. It’s at the centre of the exhibition. Gina’s image is featured on all of the exhibition’s publicity material and it’s rejuvenated her career both as an artist and a musician. She released an acclaimed solo album earlier this year and continues to exhibit her work.

Summary

Age should never prove to be a barrier to your success. Nor should we ever rest on our laurels. We should all strive to be creative and to look to find our greatness, irrespective of our age or past achievements. Take inspiration from the likes of Adrian Edmondson, David Hockney and Gina Birch. They continue to be active and creative later in life. Your high points and recognition for your work may come later in life than you imagine. No matter what your age is, your best may be yet to come!

Tomorrow and Tomorrow and Tomorrow

I’ve recently finished reading Tomorrow and Tomorrow and Tomorrow, a novel by Gabrielle Zevin. A great read. It’s set in the 1990s and focuses on the relationship between Sam and Sadie as they create a series of computer games. Whilst the Rick Rubin book teaches you about creativity, this book shows you creativity in action.

This is what I learnt and some of the questions it raised for me.

1 Creativity is Hard Work

Sam and Sadie work incredibly hard. They’re fully committed to the creation of their games, to the point of obsession. Their standards are high. They strive for excellence. It’s the only thing that’s important to them. They don’t sit around waiting for inspiration to strike. They keep showing up. They keep producing.

What’s clear is that there are no shortcuts in the pursuit of creative excellence. It takes dedication, practice, and consistency.

2 You Need Complementary Skills

They work as a creative team, but bring different perspectives to the table. They work as a true team by sharing feedback and adding to each other’s thoughts. Conflict is inevitable but they work through them. Other people are involved in some of the decisions, but they do the heavy lifting on the creative front. They trust each other. They believe in each other.

There are other creative partnerships in the book beyond Sadie and Sam. Is this the way creativity always works? Two people working seamlessly? We see this a lot in other fields. Advertising, comedy, music, and film-making. If you have a third person involved, does it feel imbalanced?

3 You’ve Got to Be Selfish

Not only did they work hard, they were focused. They excluded all distractions. They made sacrifices. Their personal lives suffered. They found little time for their families. They didn’t socialise very much. All the decisions they made were about getting a better outcome - despite the negative impact it may have had on others. Even those that they loved.

Is this evitable? Does all creative work come at a personal cost?

4 Failure is Inevitable

Despite their successes, there were failures. Sometimes public, sometimes private, but not everything they did turned to gold.

You have to accept this, but it can be hard to take. Feedback can be brutal and sometimes humiliating. However, it didn’t put the protagonists off. They continued to work on new ideas and move forward. It’s part and parcel of leading a creative life. You have to put your work out there, You cannot control how people will react to it. You can’t always predict what the response will be.

5 You have to put your whole self into your work

All the ideas and quirks that went into their games were drawn from their personal experiences. Their work revealed who they were. You have to expose yourself, bare your soul, and include it within your creative work. If you hide behind a facade or pretend to be someone else, then your work will feel inauthentic.

Clearly, the author had a deep knowledge of the computer game industry in the 1990s. A friend of mine, who also worked in computer gaming, verified the accuracy and truthfulness within the book. I certainly felt immersed in that world she created.

All the main characters in the book had a troubled background or had suffered some kind of traumatic childhood experience. I see this a lot in artists, writers, and performers. Is this always the case with creative people? Is the best work born from suffering?

Summary

If you’re interested in the creative process and want to get transported on a creative journey then I’d recommend you read this book. I felt a little sad when it finished, as I often do when a good book is completed.

It reminded me a little of the Beatles docuseries ‘Get Back’. Where we see the real-life, behind-the-scenes creative process of the Beatles.

Even if you’re not into computer games, you can still get a lot out of Tomorrow and Tomorrow and Tomorrow. It’s not just about creativity. It’s about love, loss, friendships, and grief. All the big stuff. I loved it.

The Embodiment of a Flow State

I’m a bit obsessed with the notion of flow. Earlier this year, I’d written about creating a state of flow in a workshop and how you could go about achieving it. Click here. I observed it last week when watching a documentary about the extraordinary snooker player, called ‘Ronnie O’Sullivan: The Edge of Everything.’ Click here for the trailer.

On several occasions, I marveled at his ability. Not only is he a brilliant player, he plays with panache. Both right and left-handed. Amongst his many achievements is holding the record for the fastest maximum 147 break. It was set in 1997 and took only 5 minutes and 8 seconds.

He plays in a perfect state of flow. His mind and body are in perfect sync. He’s focused. He’s consistent. He makes something very difficult appear easy.

It’s a great documentary for those with an interest in mental health. At times it’s dark and gritty, but I was gripped by the way he overcomes his demons and keeps performing. Despite his success, he’s a troubled soul and you can’t help but be moved by the final scenes. No spoilers, but I would recommend you watch it, even if you have no interest at all in snooker.

Challengers to Watch 2023

Every year, eatbigfish produce a report on ‘Challengers to Watch’. New, interesting emergent brands that are challenging conventional wisdom and incumbent brands. This is the 10th annual report and it’s particularly good.

Click here to access the report. Happy reading.