The Stanley Cup: A Lesson In Storytelling

Have you ever come across something on social media you just had to have? For me, it was the Stanley cup. Not the hockey trophy, but Stanley’s 40-ounce tumbler called “The Quencher.” If you were paying attention to social over the last couple of years, I’m sure you’ve seen it. The viral sensation has become the popular choice for drinkware, especially among millennial and Gen Z women, myself included.

The brand Stanley has been around since 1913, but I never knew how much I needed one until I started regularly seeing stories on TikTok and Instagram about it. Suddenly, the more than 100-year-old brand was being shown in a new light. The story that appealed to a millennial and Gen Z audience like me was fairly simple – if you own this cup, you will be living your best life. You will drink more water, and be healthier, happier, and more successful.

A good story like that is extremely powerful. It motivates and inspires people. And it sticks with them because it’s not necessarily about the product, but about inviting the audience to envision a better future for themselves.

There are thousands of options I could have chosen for a reusable water bottle, but those brands didn’t have the story that Stanley did. Many others felt the same way too (a quick look around the TR office and you’ll see the Stanley cup is one of our staff’s favorite accessories). According to The New York Times, sales for the cup grew by 275% in 2021.

We talk a lot about the value of a good story at Truscott Rossman. The Stanley cup’s pull on me helped me see it in action. The right message (you will live a better life by owning a Stanley) told on the right platform (as of 2023, TikTok has over 1.53 billion users) by the right person (social media influencers) can make a major impact.

The truth is, I didn’t need another water bottle, but Stanley made me the hero of the story. Every organization can leverage its story like this. With the right one, you can show people why your product or service is a must-have. Trust me and my Stanley cup.