Though the flames had died down, the car was reduced to ash and melted rubber. Left amidst the debris, was a water bottle: a Stanley cup. Documenting this incident on TikTok, Danielle Lettering’s video reached over 96 million views and the cup won the hearts and purchases of millions.
The 111-year-old company Stanley was originally known for producing sturdy, insulated beverage containers with a core demographic of outdoorsy people and blue-collar American men. Up until about a decade ago, Stanley bottles were primarily marketed towards men, with the company’s website saying that “his vacuum bottle evolved from concept to icon” and “has become an essential part of workdays, road trips, and outdoor adventures.”
However, over the past few months, Stanley bottles have become one of the most popular water bottles in the country after the company shifted its focus to women. Stanley’s Instagram page and website feature women having coffee, doing yoga and walking and chatting with their Stanley bottles in hand. Aiming to attract more female customers, Stanley continues to offer durable bottles that will keep beverages at a desired temperature, but now in a broader range of sizes and colors. Out of all the bottles, the most popular is the 40-ounce bottle with a handle, known as “Quenchers,” which can often be spotted on East students’ desks.
Although Stanley’s popularity has remained consistent for decades, demand for its bottles has recently surged exponentially, leading to chaotic scenes in stores nationwide. The frenzy surrounding the 40-ounce Quenchers has reached such an extreme level that it has led to several stampedes in which customers scramble to get their hands on one, with reports of customers screaming and fighting each other for the bottles. This underscores the fervent excitement surrounding what appears to be an ordinary bottle. In January, a woman was arrested for allegedly stealing 65 Stanley bottles worth nearly $2,500 from a store in Northern California.
Stanley bottles, however, aren’t simply a water bottle or hydration trend among preteens, Gen Z and millennials. They have become symbols of status and class. Because trends are driven by social validation, owning one of these bottles has changed from a practical choice into a statement about how one wishes to be perceived by others.
“They’re seeing this as an accessory, as a status symbol… It’s also a statement as to what I show to the world [about myself] every day when I choose to get dressed, and when I choose to take my water bottle,” said Ashlee LeSueur, who played a significant role in marketing Stanley bottles to female clientele, in an interview with MSNBC.
Despite marketing Stanleys as buy-it-for-life products, in order to benefit the environment and cut down on single-use plastic consumption, Stanley’s reusable bottles require actual reuse after purchase. However, with the growing popularity of Stanley bottles, consumers have begun collecting special, seasonal and limited edition colors without putting the bottles to use. Instead of serving their intended purpose as beverage containers, Stanley Quenchers have become collectors’ items, with the company releasing limited-stock models in trendy colors and designs. What was initially intended to be a sustainable alternative to single-use plastic has become a danger to the environment. While initially praised as an eco-friendly alternative option, these bottles have exacerbated overconsumption and consumerism rather than alleviating environmental issues.
The Stanley brand is selling more than an indestructible reusable water bottle. Rather, they are promoting the feminine, healthy lifestyle so many people want. If Stanleys were marketed as indestructible reusable water bottles, some consumers wouldn’t be going as far as to fill their cabinets with new colors or limited edition bottles because one would be enough.