While I was researching my post comparing the Stanley 40oz Tumbler to the Yeti 35oz Rambler, I thought it would be fun to make a list of the different colours Stanley had produced and make a collage of the different colours. That was until I realised there have been nearly 90 (as of the time of writing this!) different colours that I could find. Still, I had started, so I finished it. There are only four colours (that I know of) that I have been unable to find in the style you see below, Flame (a bright red), Glass (a sort of turquoise), Lilac (…do I need to explain that colour?) and Storm Glass (a metallic black, in the style of Lava Glass and Gold Glass)
I’ve tried to add the year(s) the colour was available after the name, and noted where relevant if it was exclusive to a retailer.
The Stanley tumbler was launched in 2016 with just a few colours, stainless steel and matte black. They added a few more colours (like flannel red, hammertone green, polar white and abyss (which is a dark blue)) to appeal to their target audience of camping people and outdoorsmen but sales didn’t really impress the company so they were considering discontinuing the cup, and did so in 2019.
Elsewhere, an Instagram account was talking about this specific cup. The Buy Guide was set up by three friends and one of them had given the others this cup because they loved the convenience of having a large cup that fitted in the car cupholder and kept drinks cold all day. Whenever they talked about the cup on their Instagram account, it would sell out quickly (these were the days when the colours weren’t very exciting and there wasn’t much stock around).
When Stanley discontinued the cup, The Buy Guide were “shocked, confused and devastated” because they had seen how their community responded when they talked about the cup. They sent a cup to an influencer who had just had a baby, who showed it off on her Instagram stories and that caught the eye of a sales manager at Stanley. Stanley still weren’t sure about promoting the cup to a different audience than they were used to so The Buy Guide ordered 5000 cups using money from their business and personal accounts and sold them direct to their audience in 5 days. Somehow, this still didn’t persuade Stanley to bring back the cup, so The Buy Guide did it again and sold out quickly. They ended up going to meet the CEO at a conference and talked to him about influencer marketing as well as advising him to set up an affiliate scheme.
In June 2020, Stanley relaunched the cup and despite issues with their website not being able to come with the huge demand, they sold out within a few weeks, with the first few days surpassing all of their expectations. The next stock drop was in November of that year and Stanley used the time to relaunch their site to be more reliable. Again, the cups sold out and keep doing so.
You can read the story of the Stanley Cup in The Buy Guide’s own words here.