Just after Valentine's Day, TikTok reveals what young Americans are most interested in. At 4 a.m., a crowd began gathering outside Target. As soon as opening time arrived, the crowds poured in, and within 20 seconds, the limited-edition red thermos were gone. This is the Stanley and Starbucks "Valentine's Day Message" mug.
Videos of a frenzied rush for Stanley's new thermoses circulated on social media in the US, with some stores even breaking out into physical altercations. CBS, Fox, and local TV stations were all covering the story, and a New York Times reporter advised everyone to wear a helmet next time they enter a Daggett store.
Sustainable eco-friendly cups have become fashionable accessories and collectibles
Stanley, a long-standing American thermos brand, has long been renowned for its durability. Its products exude a tough-guy vibe and are a favorite among outdoor adventurers. However, Stanley has undergone a significant shift in style in recent years, transforming its thermos into a social media favorite and a fashionable accessory for young people.
With its stainless steel body, simple handle, and colorful designs, the Stanley Quencher is a staple for TikTok users. Some display hundreds of never-used quenchers, while others showcase their daily outfits in the same color scheme as their quenchers.
Last November, a woman filmed a video of his car, charred and engulfed in flames, while a Stanley thermos in the front seat remained intact, with ice still inside. The video garnered 95 million views on TikTok, adding to the legendary status of the man, who even had Stanley CEO Terence Reilly offer to buy him a new car.
Marketing shift: Established brands achieve high revenue
Stanley was originally known for its rugged lines and understated colors, targeting men who adored outdoor activities. However, after Riley took over as president in 2020, the brand's target audience shifted to women, rapidly releasing trendy new colors and generating buzz on social media through collaborations with other brands and limited-edition releases.
"Customers want their mugs to match their clothes, their nails, their cars, their kitchen decor... whatever scene they want their mug to match, we will provide it," Riley told CNBC.
According to Bloomberg, the new strategy brought in abundant revenue, causing Stanley's annual income to soar from US$70 million (approximately NT$2.19 billion) in 2019 to US$750 million (approximately NT$23.5 billion) in 2023, more than 10 times.
When sustainable cups become collectibles
Behind Stanley's halo, its brand image has also been cast into doubt. Stanley's philosophy of "Built For Life," creating products that last a lifetime, has now become a negative example.
Bloomberg criticized Stanley as a "symbol of excessive waste," saying that reusable eco-friendly cups are only meaningful if they are reused "many times." However, judging from the collection-showing posts that can be seen on TikTok, many Stanley cups have never been used even once.
According to the official introduction, Stanley's Adventure series bottles are made of 90% recycled stainless steel. Stanley has announced that by 2025, at least 50% of the entire product line will be made of recycled stainless steel. Currently, the proportion is only 23%.
The New York Times also criticized Stanley's enthusiasm, saying that this was a phenomenon created by marketing, influencers, and social media, and that collecting reusable cups was not environmentally friendly.
Casey Lewis, a trend commentator, told The New York Times that another reusable cup is becoming popular on campus. He boldly predicted that the Stanley craze will fade, and the end is foreseeable - these cups will sit idle on shelves, in basements, gathering dust, and eventually end up in the landfill.
References:
* The New York Times (February 9, 2024), Is There a Climate Cost to Collecting Climate-Friendly Stuff, Like Mugs?
* Bloomberg (February 1, 2024), Stanley Made Reusable Cups Huge. Now It Has to Make Them Sustainable
* The New York Times (January 5, 2024), Why People Are Camping Out at Target for the Valentine’s Stanley Tumbler
Source: Environmental Information Center
