Why Stanley Cups Are Flying off Shelves: The Marketing Strategies Behind the Phenomenon

Cups from the American company Stanley have been very popular in recent months. Several videos on social networks show customers rushing to shelves in stores to get their hands on this product which is often priced at more than 60 Canadian dollars for a cup.

This success is partly explained by the company’s work in marketing.

“It’s thanks to their marketing stunts. They make limited editions like when they had a partnership with the Starbucks chain, which means that quantities are limited. Every time you create scarcity in a product, you create phenomenal demand,” says Philippe Richard Bertrand, co-founder of Amplio Stratégies.

Whoever is at the helm of the company previously worked for Crocs. In particular, he made the rubber sandal very popular by establishing partnerships with celebrities.

He partially imitated this process when he arrived with the Stanley company.

“He made an agreement with the Buy Club which is a group of consumers and they bought 5,000 cups on their first order and that’s when the cup went viral,” says the specialist.

The company’s latest marketing stunt was giving a car to a customer.

This customer took the time to film her car after it caught fire. Everything inside had burned, except for his Stanley mug which remained intact.

The video went viral and the company wanted to thank the customer for purchasing a Stanley cup by paying for a new vehicle.

These two videos have been viewed more than 900 million times.

See the explanations of the Stanley phenomenon on social networks in the video above.

2024-01-17 03:01:49
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