{"id":4496,"date":"2026-09-25T10:43:09","date_gmt":"2026-09-25T03:43:09","guid":{"rendered":"https:\/\/student-activity.binus.ac.id\/imcb\/?p=4496"},"modified":"2026-09-25T10:43:09","modified_gmt":"2026-09-25T03:43:09","slug":"the-rise-of-stanley-cup-when-a-century-old-tumbler-becomes-a-marketing-case-study","status":"publish","type":"post","link":"https:\/\/student-activity.binus.ac.id\/imcb\/2026\/09\/the-rise-of-stanley-cup-when-a-century-old-tumbler-becomes-a-marketing-case-study\/","title":{"rendered":"The Rise of Stanley Cup: When a Century Old Tumbler Becomes a Marketing Case Study"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4497 aligncenter\" src=\"http:\/\/student-activity.binus.ac.id\/imcb\/wp-content\/uploads\/sites\/78\/2026\/09\/Screenshot-2026-09-25-103923.png\" alt=\"\" width=\"418\" height=\"265\" \/><\/p>\n<p>Stanley used to be the tumbler dads kept in their trucks. Now it&#8217;s all over Gen Z and millennial feeds. The 40 ounce Quencher retails for $45, and when a new colorway drops, it can genuinely sell out within hours. just look at how fast the limited-edition pink Starbucks x Stanley cup disappeared from shelves in 2024. Not bad for a brand that&#8217;s over 100 years old and, for a while, almost discontinued this exact product.<\/p>\n<p>So how did a simple steel cup become one of the most talked-about drinkware brands on social media? It started with one random TikTok.<br \/>\nIn November 2023, a TikToker named Danielle posted a video of her car after it caught fire totaled, charred, everything gone. Except her Stanley Quencher, sitting in the cupholder, still holding ice. The video wasn&#8217;t trying to sell anything. That&#8217;s exactly why it worked: it looked like proof, not an ad. It ended up racking up more than 60 million views.<\/p>\n<p>Here&#8217;s the part that turned a viral moment into a case study. Stanley didn&#8217;t just watch it happen. Terence Reilly, the brand&#8217;s president, stitched Danielle&#8217;s video and offered to replace her entire car not just send her free cups. That&#8217;s a much bigger swing than the usual &#8220;here&#8217;s a discount code&#8221; brand response, and people noticed. It read as genuine, not performative, which is exactly what made it spread even further. Stanley then kept the story alive on its own channels instead of letting the moment fade, which mattered because viral content usually has a short shelf life. By staying visible and responding fast, Stanley turned one woman&#8217;s bad day into a marketing win that money really can&#8217;t buy.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4498 aligncenter\" src=\"http:\/\/student-activity.binus.ac.id\/imcb\/wp-content\/uploads\/sites\/78\/2026\/09\/Screenshot-2026-09-25-104036.png\" alt=\"\" width=\"496\" height=\"253\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>The lesson here isn&#8217;t &#8220;make viral content.&#8221; It&#8217;s that you don&#8217;t always need to. Sometimes the best marketing opportunity is one you didn&#8217;t plan for the real skill is knowing how to show up when it lands in your lap, and Stanley showed up in a way that felt human, not corporate. That&#8217;s the difference between a brand that goes viral once and a brand that builds a reputation people trust.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stanley used to be the tumbler dads kept in their trucks. Now it&#8217;s all over Gen Z and millennial feeds. The 40 ounce Quencher retails for $45, and when a new colorway drops, it can genuinely sell out within hours. just look at how fast the limited-edition pink Starbucks x Stanley cup disappeared from shelves [&hellip;]<\/p>\n","protected":false},"author":86,"featured_media":4499,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-4496","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles"],"_links":{"self":[{"href":"https:\/\/student-activity.binus.ac.id\/imcb\/wp-json\/wp\/v2\/posts\/4496","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/student-activity.binus.ac.id\/imcb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/student-activity.binus.ac.id\/imcb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/student-activity.binus.ac.id\/imcb\/wp-json\/wp\/v2\/users\/86"}],"replies":[{"embeddable":true,"href":"https:\/\/student-activity.binus.ac.id\/imcb\/wp-json\/wp\/v2\/comments?post=4496"}],"version-history":[{"count":1,"href":"https:\/\/student-activity.binus.ac.id\/imcb\/wp-json\/wp\/v2\/posts\/4496\/revisions"}],"predecessor-version":[{"id":4500,"href":"https:\/\/student-activity.binus.ac.id\/imcb\/wp-json\/wp\/v2\/posts\/4496\/revisions\/4500"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/student-activity.binus.ac.id\/imcb\/wp-json\/wp\/v2\/media\/4499"}],"wp:attachment":[{"href":"https:\/\/student-activity.binus.ac.id\/imcb\/wp-json\/wp\/v2\/media?parent=4496"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/student-activity.binus.ac.id\/imcb\/wp-json\/wp\/v2\/categories?post=4496"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/student-activity.binus.ac.id\/imcb\/wp-json\/wp\/v2\/tags?post=4496"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}