What Is The Stanley Cup? Explaining The Cup Craze That Has Taken Over Social Media

The Stanley Cup has been taking everybody’s social media by storm. And no, we’re not talking about the professional ice hockey championship cup. The Stanley cup is a reusable cup model that has been enjoying its limelight after being popularised by a couple of bloggers and then being taken worldwide through Instagram and Tiktok influencers.

If you’re finding yourself confused about the craze, have no worry, because we’re here to give you a rundown.

The Stanley Cup craze might be new but the brand is anything but. The Stanley brand has been around for over a 100 years and it rose in popularity in 1913 when the inventor, William Stanley Jr., fused vacuum insulation into steel water bottles that were easy to carry around. However, interestingly enough, the Stanley was not always popular with the hip, younger generations that were up-and-coming. In fact, for the longest time, the Stanley Cup was tailored and targeted towards outdoor workmen who needed a sturdy container to keep their drinks warm/cold for longer.

In 2016, the brand launched the tumblers now known as the Quench line, which were not very popular upon release. However, everything was about to change for the Stanley in just a few years.

The fate of the Stanley Cup changed swiftly when it was featured in an online shopping blog helmed by three women; Linley Hutchinson, Ashlee LeSueur and Taylor Cannon. The Buy Guide posted about the Stanley Cup on their Instagram in November 2017, touting it as one of the best insulated cups in the market. The rest is history.

The Stanley Cup, which was once a go-to for blue collar workers, began to gain traction among younger women who liked to carry it as a quick and stylish water companion. Once Stanley began harnessing its social media prowess, signing partnerships and brand deals with popular social media influencers, things did not look back for the water bottle company.

Stanley began releasing their 40-oz Quenchers in lighter, more aesthetically-pleasing colours and as though overnight, the Stanley Cup turned from a durable potable water bottle to an aspirational item–a status symbol. Owning the nearly $40 reusable water cup made you part of a unique, online clique that signalled wealth and social media trendability. Those who jumped on the bandwagon began investing in multiple colours and models–one for each outfit, and the Stanley became synonymous to an upper-class existence most women craved for.

Quickly, the cups garnered nearly 20 million views on just Tiktok and suddenly every influencer worth their salt seemed to have them. At this turn, the brand did not hesitate to cash in on their good fortune. They signed lavish, flashy deals with popular brands like Starbucks and Target, releasing limited edition colours for Valentine’s day and other occasions, and truly milking its moment in the limelight while it lasted.

Essentially, Stanley turned a 110-year-old water bottle into a $750 million business, thanks to the power of social media.

However, as with everything that gains quick popularity, the Stanley craze also had its downfalls. Videos online showed men and women waiting outside Target at daybreak to get their hands on the expensive limited edition cups. Many viral clips showed people push and shove each other—some committing actual felonies—to attain the cup. One mother shared how her 9-year-old child was made fun of at school for not owning the expensive cup that all the other children were gifted for Christmas. Many were quick to point out that owning one of each colour was ironic when it came to reusable cups as it undermined the very idea of reusability and sustainability.

The Stanley is today symptomatic of heightened consumerism in the West fueled by hyper-popular social media trends. It is not difficult to imagine that in a couple of years (or sooner!), the Stanley Cup will be replaced by yet another trendy item that is a “must-have”. It has opened up intriguing conversations about consumerism and the root cause of our shopping impulses. Are we buying this item because we truly need it and because it fulfils a real need, or do I feel like owning it makes me feel better about myself, like I’ve gained entry into a social group I previously had no invitation to? Stanley or not, it is a question worth asking.