Stanley’s cup craze

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The Future. Stanley (yes, the water bottle maker) has been making waves across the US, with people camping out at Target to lock down limited-edition versions of its “Quencher” tumbler. The craze is all thanks to clever moves from Global President Terence Reilly, who’s been leading an absolute master class on how to leverage social media marketing.

The Quencher
Stanley’s latest cup, the “Quencher,” is taking TikTok by storm.

  • Sales have shot up 751% year-to-date after the brand released a redesigned version of its bottle with different colors in 2022.
  • Since then, creators on TikTok have been filming unboxing videos, collecting different colors, and selling customized tumblers for hundreds of dollars.
  • This past week in Targets across the US, crowds of customers rushed to stores to buy various limited-edition versions of the Stanley Cup.

Marketing master class
How did a simple water bottle drive Stanley’s annual sales from $75 million to a whopping $750 million in a single year? Well, since Reilly joined in 2020, he’s leaned heavily into influencer marketing — collabs with brands and celebrities, as well as releasing new colors with limited-edition drops. Stanley has now sold more than 10 million Quenchers, and demand doesn’t seem to be waning anytime soon.

Melody Song

Melody is a Bay Area-based writer exploring mental health innovation, psychedelics, and consciousness. When she’s not working with words, you can find her practicing yoga, soaking in the CA sun with a good book, or traveling somewhere tropical.


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