Marketing
Unveiling Stanley's Hype: Quencher's Impact & TikTok Viral
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Cathy Carpetta
February 1, 2024
Stanley 1913 grew into an $800 million drinkware brand by 2024, built on more than a good tumbler. A smart makeover and bold retargeting turned a 110-year-old outdoor brand into a cultural icon.
The transformation is thanks to a fresh marketing strategy, notably with the reintroduction of the Quencher, a 40-ounce tumbler featuring a straw.
Influencers and TikTok fuelled its virality, and features like aesthetics and limited editions made it collectable.
Below is the full story of the Quencher's impact and Stanley's marketing strategy, which made them North America's top drinkware brand, which held 49.1% of the Amazon tumbler market in 2025, down 14.3% year-over-year (SmartScout).
How did Stanley grow from a 110-year-old brand to a viral sensation?
Stanley 1913 is a 110-year-old American drinkware brand that grew from $73 million in annual revenue in 2019 to over $800 million by 2024. Former president Terence Reilly, who joined from Crocs in 2020 and led the brand until April 2024, repositioned Stanley around the Quencher tumbler, targeting women and younger consumers through influencer partnerships and TikTok virality. Matt Navarro succeeded Reilly as president.
Established in 1913 by William Stanley Jr., the brand Stanley has a history of creating stainless steel vacuum sealed cups and tumblers designed to keep items at the right temperature.
With a versatile range from their bestselling Stanley 1L Bottle in Hammertone Green to the Quencher insulated cups, it caters to various needs, from outdoor expeditions to everyday activities.
Terence Reilly became President of Stanley in 2020 and led the brand until April 2024, when he returned to Crocs. During his tenure, Reilly was central to the success of Stanley's Quencher tumblers. His marketing background had previously contributed to transforming Crocs into a high-fashion brand.
As Stanley introduced new colours for their cups, sales consistently rose.
Revenue surged from $73 million in 2019 to $94 million in 2020, more than doubling to $194 million in 2021.
In 2022, the revamped Quencher model, featuring a sleek design and additional colours and finishes, led to another doubling of revenue to $402 million. Revenue reached an estimated $750 million in 2023 (Forbes) and crossed $800 million in 2024. Growth slowed in 2025 as competitors like Owala gained momentum. The broader drinkware category grew 38% in 2023 but just 14% in 2024 (Circana), suggesting market saturation. Stanley-related searches on the ESP platform fell 42% year-over-year in Q3 2025 (ASI Central), while Owala became the fastest-growing search term on the platform for two consecutive years.
At its 2023 peak, the brand posted a 275% YoY increase in Quencher sales, claiming the No. 1 drinkware spot in North America.
2. Stanley's Quencher virality: From a failed camping mug to one of the most sought-after products in the world
The Stanley Quencher is a 40-ounce insulated tumbler that was nearly discontinued in 2019 before a rebrand turned it into a cultural phenomenon. Repackaged with new colours, a straw, and influencer-driven marketing led by The Buy Guide and TikTok creators, the Quencher became the best-selling tumbler in North America by 2023.
In 2016, Stanley launched the Quencher, a 40-ounce stainless steel tumbler. Its initial sales were not great, prompting the company to cease restocking and marketing efforts in 2019.
Terence Reilly aimed to broaden the customer base, particularly targeting women, by rebranding Stanley as a fashionable accessory. Brighter colours, straws for cold drinks, and a focus on aesthetics were incorporated. Also, its collectable nature and aesthetic appeal that fit the "clean girl aesthetic" or the "watertok" trend contributed to its popularity.
The Quencher's features, including its ability to keep drinks hot or cold, handle, and fit in car cupholders, also contributed to its appeal.
The hashtag #Stanleycup has accumulated more than 6.7 billion views on TikTok, becoming a symbol of status and style, priced at £44.99.
When you invest in a Stanley mug, it's more than just a tumbler; it's your entry into the exclusive "The Sisterhood of the Stanley Tumbler" community, celebrated by the NYT.
Reilly's measure of a brand's success was its visibility at major airports. Seeing people willingly use and showcase the product in public spaces indicates a strong brand. The Quencher has become a fashionable and desirable item worn by travellers.
2.1 Quencher's evolution: From workmen's essential to women's favourite, fuelled by influencers
Initially targeted at workmen and outdoorsmen, the Quencher gained massive traction, particularly among women, thanks to influencers from The Buy Guide.
The founders of The Buy Guide, Linley Hutchinson, Ashlee LeSueur, and Taylor Cannon, were key in showcasing the Quencher's appeal to women and expanding its customer base.
In 2019, The Buy Guide posted the Quencher on social media, leading to a viral trend, especially on Instagram.
The collaboration also resulted in a successful wholesale partnership, with The Buy Guide quickly selling out of 10,000 cups.
How did a car fire make the Stanley Quencher go viral on TikTok?
The brand went viral after a TikTok video in which a Stanley Quencher survived a car fire gained immense attention.
The video gained over 94.5 million views and prompted Stanley's then-president Terence Reilly to respond by offering new tumblers and a replacement car.
This heart-warming response attracted over 56 million views and positive comments, boosting the brand's image.
2.3 The Quencher adored by celebrities
Stanley's tumblers are also embraced by celebrities like Olivia Rodrigo.
"I was actually TikTok influenced by TikTok buying this," she said.
Rodrigo even said in her interview how much she loves her Quencher H2.0 Flowstate.
Stars like Jessica Alba and Carrie Underwood also showcase their Stanley's on social media, with Underwood adding crystals for a personalised touch.
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