Marketing Lessons From the Internet’s Favorite Cup

In the craziness of social media marketing, where the trend cycle restarts every 2 weeks (and trust us, we know the struggle), a common theme among successful companies is this: they know the audience calls the shots.  An incredible example of a brand who does this *chefs kiss* is Stanley, a brand that spans more than a century (!!!). Here, we've distilled some key insights for you and your business to seamlessly integrate into your marketing strategy.

Prioritize Quality Above All:

Stanley's commitment to quality became evident in a viral incident. Following a car accident, a woman shared that the only item that survived the fire was her Stanley cup and of course, it was still holding the ice. This wild incident, with over 82 million views (and counting), became a powerful marketing tool for Stanley. 

Generosity Pays Off:

In a moment of crisis for a customer whose car was destroyed, Stanley's CEO surprised everyone by buying her a new car. This unexpected act of kindness generated significant emotional engagement and virality. By connecting emotionally with their audience, Stanley not only built goodwill but also added another compelling story to their brand narrative, encouraging people to share their experience.

Embrace Long-Term Thinking:

With a rich history spanning over a century, Stanley exemplifies the power of long-term thinking. The brand's origin, rooted in William Stanley Jr.'s groundbreaking invention in 1913, laid the foundation for its enduring success. This perspective emphasizes the importance of building a brand legacy.

Listen to Your Consumers:

Stanley actually temporarily halted the sales of Stanley mugs back in 2019 because they just weren’t selling any. They took this time to reach out to the previous  buyers and asked what they could do to make their product better.  By actively listening to their consumers and responding to their preferences, Stanley successfully brought back a product that truly resonated with their audience.

Forge Strategic Collaborations:

Drawing inspiration from sneaker drop culture (yes, that's a thing), the new head of marketing strategically delved into collaborations with notable figures and brands such as Lainey Wilson and Starbucks, creating such buzz that people were lining up outside Target at 5 AM to get the latest color. 

Stanley's success teaches businesses valuable lessons. By focusing on quality, being generous, thinking long-term, listening to customers, and collaborating strategically, Stanley has not only secured its position but has also created a blueprint for others.