Julia Guerrero EDINBURG– A cup made viral had people standing in line for hours just to get one.
The Stanley company has been around since 1913. It’s tumbler originally targeted for utility, outdoor and camping use but because of social media, the Stanley Quencher tumbler has now become a fashion accessory for some consumers.
Accidental marketing through social media has helped Stanley products resurface and engage with a new audience. Videos on social media such as a car fire aftermath showing how sustainable and durable tumblers contributed to the demand for the products.
Integrated health science freshman, Genesis Aleman said she bought the cup before it became viral and agrees with the hype.
“I saw it in a TikTok that this car blew up and the Stanley was that only thing that remained perfectly fine,” Aleman said.
Marketing Department Chair, Peter Magnusson said the initial hype from female bloggers posting about the cup did not create enough traction to push for a new target audience until the tumblers started going viral on social media.
Magnusson said the hiring of Stanley Global President, Terence Reilly led to rebranding the image of Stanley which helped the company appeal to a broader audience.
He said using the scarcity marketing tactic and putting out limited amount and editions such as the bright pink and red tumblers for Valentine’s Day caused the Stanely cup craze.
“My boyfriend just bought me one a couple of days ago that was only released for one day and it sold out after a couple of minutes,” said Political Science Junior Randi De la Garza. “It was the pink glitter Starbucks Stanley.”
Like any fashion accessory or trend, if the demand is not there the product may become invaluable over time, much like the Beanie Babies did in the 90’s.
Will the utility tumbler turned fashion accessory be able to keep up with the hype or will it meet the same fate as the Beanie Baby? Only time will tell.
