Stan-Fans and the FEAST Framework
Behavioural reasons why we’re all trying to quench the Stanley thirst
They’ve taken the world by storm. These wildly popular tumblers have caused in-store fights, family feuds and major merchandising mayhem
… but at least we’re taking hydration seriously.
So, why are people so sold on Stanley?
We’ve got 5 behavioural reasons, using the FEAST Framework from the Behavioural Insights Team.
1. They’re fun
We like the new and the novel and sipping water/coffee/wine(?) out of our Stanley straws is far superior to old-school cup-lip-slips. They’re also (almost comically) huge so there is an entertainment element to carrying them around while you run errands.
As with all things Zeitgeist, new trends introduce new lexicon. And Stanley fever has been no different. New words and phrases including “cupfishing” (getting the wrong colourway) “cymbal crash” (when you drop your cup and it makes an embarrassing metallic clanging noise) and “StanleyBjörn” (a reference to baby slings to carry your Stanley) have all been added to our hydration semantics.
And, like anything social and viral, the memes have added even more popularity, interest and attention.
2. They’re easy to use
The 1.18 litre vacuum-insulated cup keeps drinks cold for 11 hours and hot for 7. You fill it up once and you’re sorted for your day and it has an easy-grip handle which makes carrying it to work, gym or play a breeze, too.
Plus they’re convenient; you know you’re getting (just about) your daily recommended amount of water without much effort. It is also dishwasher safe — huge perk — and is both left or right-handed friendly so the lid can be screwed on from either side.
3. They’re attractive
Pick your favourite colour (and hope you can find it in stock!). Stanley Cups come in a full range of colourways, prints, patterns and textures so that you can match your cup to your preferences, outfit or mood. Limited releases of new colours (like black glow, rose quartz glow and stainless steel shale) are so popular they sell out in seconds and because of their aesthetic, avid Stan-Fans have display shelves and cases to show off their Quenchers.
And forget just pink, even the manly men are getting onboard the Stanley train trend with this 1913 brand synonymous with rough-and-tough outdoor adventures and established military pedigree.
Another attractive element is that it’s recycled stainless steel, for sustainability, as well as durability. That said, buying multiples of them isn’t quite helping the brand’s pro-environmental targets. In fact, this teenager owns 67. She has spent around $3,000 over the last year in her bid to collect every style and colour of Stanley Cup available.
From aesthetics to messaging, the Stanley slogan is Built For Life™ — a product promise that was put to the test when one customer lost their vehicle in a fire. All that remained? Their Stanley (allegedly still with ice cubes intact!). A member testimonial unlike any other.
4. They’re social
According to CNBC, in 2019 annual Stanley sales sat at around $73 million. To date, it has since ballooned 10x to $750 million annually. “All the cool kids have them” has — as we know from the behavioural phenomenon of social proofing — caused a wave of global interest and brand desire so strong that there are now Stanley support groups for #CupAddicts and their desperately over-hydrated partners.
Social norm language “most popular, best-selling, favourite” combined with a layer of scarcity is the perfect cocktail for crazed consumer consumption. While they’re marketed to everyone, they’re not easy to come by. There are even fan blogs that give out secret access codes because they are so popular with such long waitlists.
5. They’re timely
Festive releases and brand collabs, like the viral Starbucks x Stanley partnership over the 2023 festive period resulted in overnight camp-outs to be first in line to purchase the sought-after sippy cup (Stan-Fans 🤝 Swifties) and now, this exclusive edition is selling for HUNDREDS of dollars on eBay.
At the end of last year, the cup was cleverly positioned as both the best conduit for hot drinks for the colder winter regions in the northern hemisphere as well as the most convenient cold beverage container for those of us whose holidays are warmer in the southern hemisphere. Fun fact: the Quencher was the most-featured item in Gen Z Christmas-haul videos on TikTok.
The Stanley Effect was perfectly timed for stocking fillers and festive gifting with pure joy at finding one under the Christmas tree. Just ask this girl:
Love ’em or loathe ’em, the Stanley brand has delivered a masterclass in marketing. And, even if this doesn’t last a lifetime, they guarantee that their cups will.
Author’s disclaimer: proud owner of a Stanley Quencher H2.0 in colourway Shale. She tried to get Rose Quartz but got cupfished.
