Quencher thirst
The first TikTok product craze for 2024 has come in an unusual form: a reusable water bottle from a 110-year-old company. The latest drop (Dec 31) of Stanley’s Quencher cups — a Starbucks-collab “Galentines Collection”— caused chaos at Target locations, as fans queued outside stores and even trampled on revelers to get their hands on the limited edition vacuum flasks.
While Stanley’s classic 40-oz cups have existed since 2016, demand has soared since videos of the ultra-durable chalices poured onto social media in the past few months (one TikTok showing the cup surviving a car fire has amassed over 94m views). Indeed, a Stanley representative reported that US sales of the Quencher went up 275% year-over-year in 2022… and then again by an eye-watering 751% in 2023.
And, although the #stanleycup tag on TikTok has over 7bn views, a large portion of this is also made up by ice hockey clips — since the NHL sponsor this tag for their eponymous Stanley Cup Championship, which takes place each summer. But, until the tumbler trend runs dry, hockey fans might be iced out of their Stanley content for some time.
