The Rise and Fall of the Stanley Cup

It all happened at once. People started boycotting plastic water bottles, water bottle refill stations made their way into workplaces and schools, and everyone went out to purchase their very own reusable water bottles. It was a huge effort to reduce our plastic waste, replacing cases of bottled water with a single, durable bottle we could use throughout the day. People often picked out Nalgene water bottles, attracted to their durability, versatility, and cool factor.

Flash forward to today: every year, there is a new craze for a different water bottle brand. Before 2023’s Stanley tumbler came the Hydro Flask, and before that, people loved the Yeti. But typically, people don’t own just one. These bottles were collectibles during their respective times, lovers of the brand often buy the product in many colors and sizes. For the Stanley, you can even buy accessories, like straw covers, snack bowls, and wallets!

Stanley is at the height of its popularity, but it will soon be taken over by the next popular water bottle brand. In fact, during the creation of this article, we’ve seen a breakthrough in the water bottle wars, with popular brands creating social media posts to defend their products in response to the Stanley lead scandal. Hydro Flask and Owala both released statements that their products do not contain lead in order to maintain the safety of customers. This could be the beginning of the end for Stanley. But more on that later.

Let’s take a walk down water-bottle-memory-lane to see which brand will be the next to take over.

Created in 2009, the Hydro Flask’s popularity sparked in 2019, before the rise of the Stanley Quencher. People loved the Wide Mouth with a Flex Straw Cap, and when the brand increased their marketing efforts on social media, its products took off. 

But what really made this brand soar? The “VSCO girl” on TikTok, a stereotypical Gen Z girl who loves the photo-editing app VSCO, wears lots of scrunchies, is a big fan of oversized sweatshirts, and of course, has to have a Hydro Flask. People making posts about “VSCO girls” would wear these items and include their Hydro Flask in every video, giving the brand free awareness across the platform. When Stanley entered the picture, there was a great debate between the two brands and their features. Ultimately, Hydro Flask started to lose popularity because Stanley’s easily fit in the majority of cupholders, whereas its alternative rolls off the seat while you’re driving.

The Stanley brand journeyed along for over a century, keeping “your warms warm and your colds cold” since 1913. Though already an outdoor icon, everything changed when Stanley set its sights on an overlooked audience: women.

Formerly only marketed to outdoorsy men and workmen, Stanley was missing out on female power, both as consumer and marketer. That all changed when one blog and three influencers— Linley Hutchinson, Taylor Cannon, and Ashlee LeSueur— raved online about the Stanley Quencher's incredible cold-retention: 11 hours cold and two days iced, according to the Stanley website. Their word-of-mouth sent sales into overdrive, the Quencher becoming a social media sensation.

The frenzy intensified when a viral video showed a flaming car with a still-icy Stanley tumbler inside. Stanley President Terrence Riley seized the moment, responding on TikTok to gift the unlucky owner new Quenchers and even a replacement car! The goodwill gesture earned widespread praise.

As 2023 kicked off, die-hard fans lined up at Targets nationwide, eager to score limited-edition Valentine's Quenchers in cherry red and hot pink. For the first time, Stanley's iconic circle logo was playfully replaced with a heart.

Riding high, Stanley hit peak Google searches in early January. But cracks soon emerged in their vessel. Late in the month, alarming claims spread that Stanley tumblers were testing positive for lead. Stanley reassured customers that while lead pellets aid insulation during manufacturing, stainless steel prevents contamination.

Still, some weary consumers may already be moving on to the next hydration sensation— The Owala. 

The Stanley reign may end swiftly as the contender Owala FreeSip stakes its claim. This clever water bottle is already stirring up social media buzz, recently named one of Time's 2023 Best Inventions.

What makes the FreeSip so ingenious? Its versatility. The bottle is entirely leakproof, with two drinking options: a handy straw or a mouth-shaping spout that forms to your lips. Inventor Steve Sorensen calls it “boring, with a little magic.”

Featuring a variety of fun colors and triple-layer insulation, some TikTok users are already opting for this bottle over the Stanley Quencher. In fact, users are telling viewers to choose the Owala FreeSip over Stanley’s version because they believe it’s the better product.

Will Owala be the next water bottle to take over? We’ll have to wait and see!

Social media has the ability to catapult your brand. It’s a crucial part of your marketing strategy, giving you the power to grow brand awareness, expand your relevance and reach, and build a strong community with your target audience. Stanley’s brand is just one example of a powerful brand that continues to use social media to connect with their consumers where they already are.