re: What is with the recent emergence of Stanley cups? Brand has been around a very long time

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What is with the recent emergence of Stanley cups? Brand has been around a very long time

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Ladies car caught fire. Her Stanley cup survived the fire and held ice. She made a TicTok about it, Stanley gave her a new cup, bam, here we are.

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Stanley’s modern rebrand
The viral tides began turning for Stanley in 2019 thanks in part to shopping-focused outlet and Instagram account The Buy Guide. According to its founders, Stanley’s 40-ounce insulated tumblers, which at that point were not selling very well, were a favorite for the company.

So, they gifted one to Emily Maynard Johnson, a social media personality known for her appearances on both “The Bachelor” and “The Bachelorette.” Johnson posted about it on Instagram, which caught the attention of a Stanley executive who then offered The Buy Guide the opportunity to purchase thousands of Quenchers directly from Stanley to resell through their website.

“We were able to put in a purchase order with Stanley and buy 5,000 cups on our own. Scary,” The Buy Guide wrote in its post about the experience. After finding a warehouse space and team, the founders set up a shopping site which sold out in five days. After a restock and another blowout sale, the Quencher’s popularity couldn’t be denied.

Stanley switches strategy
In 2020, entrepreneur Terence Reilly had just finished a seven-tyear stint at Crocs, where he led the strategy that turned the ugly shoe into a fashion staple. Now the president of Stanley, Reilly was poised to do the same for the Quencher.

“My experience at Crocs told me that that kind of influencer opportunity was just the magic that Stanley might need,” Reilly told CNBC’s Make It. “And we were right. The Buy Guide proved to be amazing partners and helped us create the Quencher phenomenon.”

Using the success of The Buy Guide partnership, Reilly transformed the way that Stanley Quenchers were sold, creating partnerships with other brands, which led to the first colorful iterations of the Quencher. Now, the item comes in a prismatic spectrum of hues.

“When I joined, I realized that this could be something that, in the right hands, with new colors, materials and finishes, could be something that catches the eye of a new customer,” Riley told CNBC.

110 years after the company’s inception, Stanley’s 40-ounce insulated tumblers have reached a popularity that its founder could have never imagined. The Stanley Quencher now eclipses the Classic Legendary Bottle as the brand’s top-selling product, with company profits skyrocketing from $70 million in 2019 to an estimated $750 million in 2023.

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all they do is copy the other mom influencers' videos, frame for frame

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company profits skyrocketing from $70 million in 2019 to an estimated $750 million in 2023

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TikToks

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made up and fake.

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