The rise of the Stanley Quencher: from obscurity to cultural icon
You can’t walk around the block, scroll online or visit a coffee shop without spotting the iconic Stanley Quencher tumbler.
Whether it’s perched in a cupholder, carried to a yoga class or featured in an influencer’s morning routine video, the tumbler has become a cultural phenomenon.
One thing influencers will always do? Convince you that you need something and, in this case, it’s a Stanley Cup.
But is it a new trend? Not at all. The tumbler that’s now a viral must-have nearly disappeared into obscurity.
In fact, the Stanley Quencher, a sleek 40-ounce tumbler, first launched in 2016 with little fanfare. By 2019, it was almost discontinued, according to Marksmen Daily.
Fast forward to 2023, and Stanley’s annual sales sky-rocketed from $70 million to an impressive $750 million. What caused this incredible turnaround? A mix of strategic marketing, influencer power and social media magic.
The Stanley Quencher’s journey from underdog to icon wasn’t an accident. In its early days, the tumbler was overlooked — even by Stanley itself.
According to Matt Navarro, Senior Vice President of Global Commerce at Stanley, “The tumbler wasn’t prioritised at the time.”
Things changed unexpectedly when The Buy Guide, a popular online review platform with a loyal female audience, spotlighted the Quencher in 2019.
This wasn’t just a casual endorsement — it turned into a movement. Fearing rumours of the Quencher’s discontinuation, The Buy Guide’s community mobilised, pushing demand for the tumbler to new heights.
Stanley quickly seized the moment. The brand partnered with The Buy Guide for a wholesale collaboration, and the results were staggering: 10,000 tumblers sold out almost instantly, with 5,000 disappearing in just four days and the rest gone within an hour.
This success revealed something crucial: the Quencher had struck a chord with a previously untapped audience — women aged 24 to 45.
Recognising its newfound audience, Stanley revamped the Quencher to cater to these women. The tumbler got a makeover, featuring:
- Ergonomic handles for easy carrying.
- Cupholder compatibility for busy commuters.
- Pastel and trendy colourways, appealing to a stylish, Instagram-savvy demographic
What was once just a functional water bottle was now a coveted accessory. The shift was significant; not only did the Quencher become Stanley’s best-selling product but it also redefined how people viewed hydration.
Staying hydrated went from being a mundane task to a part of a polished, aspirational lifestyle.
Stanley’s rise wouldn’t have been possible without the power of influencer marketing. The brand strategically partnered with influencers who resonated with its target demographic, placing the Quencher squarely in front of the right audience.
For instance, collaborations with figures like actress and cooking influencer Laura Prepon helped build trust and credibility.
Influencers weren’t just promoting a product; they were showcasing how the Quencher fit seamlessly into their daily lives, making it relatable and desirable.
One standout collaboration? The Stanley x LoveShackFancy Collection featured tumblers in whimsical, floral designs. According to E! News, the first part of this collection sold out in record time, and demand for the second part was just as high.
Stanley also tapped into pop culture with partnerships like the Tyla Tigers collab, featuring the South African amapiano sensation Tyla.
These collaborations didn’t just sell products — they created a buzz, keeping the Quencher top of mind for consumers.
Stanley’s transformation didn’t happen overnight. Years of social listening and adaptability were at the core of its strategy.
By paying close attention to consumer feedback and trends, the brand was able to pivot and position the Quencher as more than just a tumbler — it became a lifestyle statement.
Stanley’s ability to connect with its audience through influencers, collaborations, and design updates shows the power of understanding your market. The brand succeeded in turning a functional product into a cultural icon.