TREVOSE, PA — The Stanley Quencher, a 40-ounce tumbler that has taken both social media and the promotional products industry by storm, has been named the “Product of the Year” by the Advertising Specialty Institute® (ASI). This accolade underscores the tumbler’s meteoric rise to fame as a viral sensation on TikTok and its subsequent status as a must-have item for corporate gifting and team incentives.
As the leading research authority in the $25.8 billion promotional products industry, ASI’s recognition of the Stanley Quencher marks the culmination of an impressive surge in demand for drinkware. With hundreds of millions of views under the hashtags #StanleyTumbler and #StanleyCup, the Quencher has bridged the gap between promotional and retail markets, becoming a symbol of status, particularly among women.
“The Stanley Quencher is a slam-dunk choice, as well as the exclamation point to drinkware’s incredible run this past decade,” said ASI’s C.J. Mittica. This runaway success story is a testament to the power of promotional products—commonly known as swag—to create a buzz around a company, product, or event.
Interestingly, the Stanley Quencher, despite being introduced by Stanley in 2016, has sparked a resurgence for the company, renowned for its classic steel vacuum bottles. This strategic pivot towards trendy drinkware, led by President Terence Reilly, has paid off handsomely, catapulting the Quencher into the limelight.
Retailing at $50, the Quencher challenged conventional wisdom, transcending recession fears and budget constraints to become a cultural phenomenon. Its popularity was so immense that consumers were seen camping outside Starbucks locations for the special-edition Stanley x Starbucks style.
The Quencher’s impact was felt across the promotional products industry, with suppliers like HPG, Starline USA, and PCNA scrambling to meet the skyrocketing demand. According to ASI’s ESP search engine data, there was a 4,500% increase in searches for Stanley through November 2023 compared to 2022.
“This has been unlike anything we’ve ever seen,” said Liz Haesler, PCNA’s chief merchandising officer. “I’ve never seen passion and enthusiasm for a brand like this before.”
The overall promo drinkware sector has been on a roll, nearly doubling its market share since 2008. In 2022 alone, drinkware accounted for almost 10% of all promo products’ revenue, pulling in nearly $2.6 billion in sales. The Stanley Quencher’s triumph as the Product of the Year is a testament to the power of innovative marketing strategies and the continued relevance of promotional products in today’s digital age.
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