Stanley cups8/13/2023 These handled water cups are immensely popular in 2023 and. “We’re not leaving them behind,” she says.īut with the Quencher growing 275% year over year, Stanley’s near future is awash in millennial pink. If you feel like you cant leave the house without seeing a Stanley tumbler, know that its not just in your neck of the woods. Stanley is still intent on retaining that original core audience, Reeves says, even if the means are less visible to the public eye than its female-focused TikTok influencer marketing. Launch orchid matte for the women, keep “ shadow grass habitat” for the men. Just as the classic thermos reinforces its owner’s rugged masculinity, the Quencher allows its owner to display health-consciousness and order.Īs many other brands veer away from explicitly gendered marketing in favor of a more progressive, neutral approach, Stanley is leaning into it unabashedly. That’s key to understanding Stanley-valuable for its utility, yes, but maybe even more so for the lifestyle it signifies. Amanda Mull in The Atlantic argues that the water bottle is an embodied virtue signal of sustainability and polish and organization, with an added bonus of being kind of stylish. ![]() The water bottle as social signifier is not a novel concept (think Hydro Flask, S’well, and Nalgene as predecessors of note) Stanley is just the latest to iterate on it. “The Stanley Quencher has transcended a water bottle and become a lifestyle accessory,” says Reeves. In the unrelenting battle to perform superior “health and wellness,” the Quencher is merely the latest weapon. Their fraught relationship to water itself, having been raised on soda and other sugary drinks and then shouted down for drinking too much of them-how about a glass of water instead? And, of course, thinly veiled diet culture in the form of obsessive hydration. Millennial women’s obsession with expensive water bottles. Stanley’s current state is a logical escalation of a few other relevant trends. This content can also be viewed on the site it originates from. And by partnering with companies like Olay and Starbucks, Stanley has seamlessly inserted itself into the canon of products and brands a certain demographic already uses or aligns herself with. Its sturdy handle makes it all the more transportable. No finicky cap to unscrew-have a sippable straw instead. It fits seamlessly into a car’s cup holder it carries 40 fluid ounces of liquid for the hydration-obsessed, and it keeps that liquid ice-cold with insulated walls. So was born the Stanley Quencher as internet darling. “I’ve seen them match their kids, their cars.” “You combine with color that they can match with their clothes, their nails,” Reeves says. Without changing anything fundamental about the product other than its color offerings, the company repackaged the cup’s preexisting merits to appeal to the lifestyle of the “woman on the go,” says Reeves. ![]() The Buy Guide’s founders (Ashlee LeSueur, Taylor Cannon, and Linley Hutchinson) made the case to Stanley leadership for the Quencher’s potential success in the Instagram influencer space, where words of recommendation would easily convert to dollars. At the time, reports The New York Times , the Quencher’s popularity had tapered, so much so that the brand had stopped restocking it altogether.
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