Let’s talk about virality.
It’s every marketer's goal to maximize engagements. The circulation of social media is fast and unforgiving. Aiming to produce viral content is an extremely risky line to walk, however, when done correctly in a positive light, it can be transformative for a business. Within recent years, this idea of virality has been amplified through influencers and the ability to market everyday products into internet sensations. The most strategic marketing allows brands to both gain a heightened following and retain this virality.
A conversation often revisited in the J. Blue Agency is the rise, and continued rise, of Stanley drinkware. With a background in outdoor gear and on-the-go accessibility for all adventures, Stanley is not a new company. However, due to increased screen time on TikTok around 2020, Stanley’s 40oz Tumblers grew wildly popular. With a soar in sales for the cup, including a large side handle and top straw, consumers grew obsessed with the social and economic symbolism the water bottle conveyed. Symbolizing a trendy community membership, the tumbler’s online success restructured the positioning of the company to be beloved by urban school children and rural grandparents alike. Still going strong, Stanley’s virality is enhanced with the introduction of rare colors, limited edition collaborations, and exclusive finishes. Functioning now as a collector's item, consumers own and repurchase multiple tumblers, bringing this outdoor gear company into the homes of millions.
At its core, the Stanley Tumbler is a water bottle like any other drinkware product. However, the company's ability to top the saturated market is truly a marketing and advertising phenomenon. Now collaborating with brands from a variety of industries, the circulation and real-world visibility of the 40oz tumbler sets a standard for the capitalization of virality and the resistance of fleeting trends.
Have any other products been able to produce this type of extraordinary market dominance like that of Stanley drinkware?
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