Speaker 1: Hey, this is Annie and Samantha. I'm not going to be
Speaker 1: Stephan never told you a production of iHeartRadio.
Speaker 2: And before we start this Monday many, I want to
Speaker 2: put a disclaimer. This is no hate to anybody who
Speaker 2: love the things that we are talking about. We are
Speaker 2: more interested in why they're so coveted. So just just
Speaker 2: let you know. Like it does sound like maybe we're criticizing,
Speaker 2: it's more that we're criticizing the capitalistic ideas behind it,
Speaker 2: more so than the items and the people who buy it.
Speaker 2: So don't come at me. If you've got one of
Speaker 2: these things, happy for you, if you love it, do
Speaker 2: the things that you love, is what we say. And also,
Speaker 2: we are not currently being sponsored by any of these
Speaker 2: products that we are talking about. You know, things change.
Speaker 2: Not that not to say that we don't want to be.
Speaker 2: We're just saying I don't need it. I don't please,
Speaker 2: don't like we need the money. I don't need the product.
Speaker 2: So we'll do a oh three if any of these
Speaker 2: companies are listening, which I don't know if they care. Also,
Speaker 2: because I am talking about a trend, here is a timestamp.
Speaker 2: Today is January twelfth, twenty twenty four, and today we're
Speaker 2: recording it. I guess it's going to be released on
Speaker 2: Martin Luther King Junior Observant Day, So happy MLKA Junior Day, y'all.
Speaker 2: So what I'm specifically talking about is something that has
Speaker 2: been coming for me on my for you page on TikTok,
Speaker 2: and it has been a huge topic of conversation Annie.
Speaker 2: It's sweeping pretty much, isn't this overall sweeping need for
Speaker 2: so many women to get us Stanley Cup? And no,
Speaker 2: I know when I originally told you Annie about this subject,
Speaker 2: I am not talking about the National Hockey Championship Stanley Up.
Speaker 2: So you know, I'm sorry if you're talking about some
Speaker 2: hockey things, which has had a lot of controversy this year.
Speaker 2: By the way, Yeah, it's a violent sport. I did
Speaker 2: like it though, but no, that is not what we're
Speaker 2: talking about. We are talking about a company that has
Speaker 2: existed over one hundred years and has been creating different
Speaker 2: thermoss and drinking vessels for a while now. Has been
Speaker 2: a kind of a staple for the camping world. And
Speaker 2: with that, even though women do love camping, women be camping,
Speaker 2: it has been geared more towards men until recently, but
Speaker 2: It was in nineteen thirteen that William Stanley invented the
Speaker 2: quote all still double walled vacuum bottle and stuck his
Speaker 2: name on it. And this is according to Stanley nineteen
Speaker 2: thirteen dot com, So you know it's been around for
Speaker 2: a while. He emitted a pretty cool thing like I
Speaker 2: love my double walled you know, insulated cups. I have
Speaker 2: two that I use. I guess because my sister gifted
Speaker 2: me one of the old trending ones. Oh yeah, Christmas.
Speaker 2: So now I have three ones that I use, and
Speaker 2: I do like it. They do keep things cold for
Speaker 2: a very long time. They keep things hot for a
Speaker 2: very very long time, just in case. Oh you know what,
Speaker 2: I just got a gifted last year of another one
Speaker 2: that was also a big trending one. These are Christmas
Speaker 2: gifts apparently. Yes, So we are specifically talking about the
Speaker 2: Quencher as it is called, which is a water tumbler
Speaker 2: that quote comes in various sizes, but the forty ounce
Speaker 2: and thirty ounce styles are the most popular, and their
Speaker 2: prize between thirty five dollars and fifty dollars. The product
Speaker 2: both features like a handle, the ability to keep drinks
Speaker 2: hot for five to seven hours and cold for nine
Speaker 2: to eleven and the fact that it fits inside of
Speaker 2: most car cup holders, which you know it is kind
Speaker 2: of important because it's just really annoying when they don't fit.
Speaker 2: The Quincher was released in twenty sixteen, but has really
Speaker 2: picked up the desirability rate in the last couple of years.
Speaker 2: So here's some quotes from retaildive dot com about why
Speaker 2: it has become so popular. Says quote, how did the
Speaker 2: brand expand beyond its rugged image to something that appealed
Speaker 2: to a broader customer who would incorporate the products into
Speaker 2: their everyday lifestyles With the help of three women, Linley Hutchinson,
Speaker 2: Ashley Lesour and Taylor Cannon, the founders of The by Guide,
Speaker 2: an online shopping blog and Instagram account that started in
Speaker 2: twenty seventeen, were early lovers of the Stanley Quincher. The
Speaker 2: Bye Guide's second post on Instagram back in November twenty seventeen,
Speaker 2: featured a forty ounce Stanley Quincher. Quote of all the
Speaker 2: insulated cups, this is the one, just trust, the post reads,
Speaker 2: touting the product's features like its handle straw, ability to
Speaker 2: keep beverages cold, and the fact that it was a
Speaker 2: dishwasher safe. And it wasn't just blog reviewers that were
Speaker 2: blowing up this product just a keynote though most of
Speaker 2: those products that are inslated can't be washing dishwashers, so
Speaker 2: it is annoying. So that feature is a nice thing.
Speaker 2: I'm starting to understand the appeal as we researched this.
Speaker 2: I'm not gonna go buy one, no, but I'm just saying.
Speaker 2: But also, it wasn't just the bloggers, but also the
Speaker 2: mini now viral TikTok videos, including videos of young girls
Speaker 2: crying and screaming over getting one of these cups to
Speaker 2: a woman whose entire car had been engulfed in flames,
Speaker 2: but the Stanley cup was still intact and hardly burnt.
Speaker 2: And apparently my partner, when we were talking about this,
Speaker 2: said that Stanley Cup saw this because it went so
Speaker 2: so viral that they bought her a new car. Stanley
Speaker 2: bought her a new car. I was like, that's smart,
Speaker 2: that's smart marketing, Like that costs them a few thousand
Speaker 2: dollars to get millions, so right, hey, I mean, and
Speaker 2: again she's doing a great job of marketing for them,
Speaker 2: so you know, go ahead. And in fact, these sells
Speaker 2: for the Stanley Company again with the help of TikTok,
Speaker 2: went from but seventy four million in twenty nineteen to
Speaker 2: seven hundred and fifty million in twenty twenty three. And
Speaker 2: this is according to CNBC, and using social media was
Speaker 2: a very calculated tactic. Here's a quote from the Forbes
Speaker 2: article titled why is TikTok obsessed with Stanley Cups. Stanley
Speaker 2: didn't launch the Quencher bottles until twenty sixteen, more than
Speaker 2: a century after the company was founded in nineteen thirteen.
Speaker 2: The quinchers saw little success at first, but after Terence
Speaker 2: Riley left CrOx to become Stanley's president in twenty twenty,
Speaker 2: he leaned into influencer marketing to sell quinchers, which replaced
Speaker 2: the classic Stanley bottles as the company's best selling products
Speaker 2: that same year. So the success of some items light
Speaker 2: the Quencher could be seen as random, but like this,
Speaker 2: it's obviously not. It's a more calculated effort. Here's a
Speaker 2: quote from a recent teen Vogue article. Literally, as I
Speaker 2: was researching this, this popped up on my social media,
Speaker 2: Like they're stalking me. Yeah, Anyway, It says, while the
Speaker 2: popularity of a practical cup may seem random, if not absurd,
Speaker 2: to some, it's not a new phenomenon. It's the same
Speaker 2: reason that in the late nineteen nineties, Beaty Babies, a
Speaker 2: useless plush collectible toy, had people lining up for a
Speaker 2: chance to get a new drop, or more recent mscchf's
Speaker 2: impractical Red Boots had lines around the corner filled with
Speaker 2: the young shoppers wanting to buy in. Do you know
Speaker 2: what I'm talking about with the boots, the cartoonish looking boots.
Speaker 2: It looks like cartoon boots, and people wanted Yes, it
Speaker 2: looks like cartoon red boots, like wow, I send you
Speaker 2: a picture. Value is often determined not by the product
Speaker 2: itself or the price tag, but by the fact that
Speaker 2: a whole bunch of people have it. Plus a consumer psychologist,
Speaker 2: Matt Johnson, PhD tells teen Vogue water bottles have a
Speaker 2: particular way of signaling that you're caring for yourself and
Speaker 2: that you're up on a wellness trends, something very popular
Speaker 2: on social media and I think we may have mentioned
Speaker 2: it on the Self Care episode before, where marketing has
Speaker 2: really come in abusing this tactic and trying to sell things.
Speaker 2: So this is kind of along those lines, and the
Speaker 2: article continues in the same way that fashion and beauty
Speaker 2: trends function as a way for us to belong, a
Speaker 2: mug can do the same quote. There's an element of
Speaker 2: it that at the moment it feels very exciting, and
Speaker 2: at the moment it feels like you're a part of something,
Speaker 2: says Johnson. We are in a loneliness epidemic, and people
Speaker 2: seek belonging in non traditional ways. It sounds silly for
Speaker 2: me people, but being part of a trend and being
Speaker 2: part of this movement where lots of people you see
Speaker 2: online are doing it provides some semblance of belonging. So
Speaker 2: there was a lot of articles talking about this level
Speaker 2: that people just really want to be a part of it,
Speaker 2: and then also having it together and just kind of
Speaker 2: having a conversation. So I saw a recent TikTok. It
Speaker 2: was kind of sad of this mom who talked about
Speaker 2: she had bought her daughter a cup. It wasn't a
Speaker 2: Stanley cup, but it was acutely designed from Walmart or whatever,
Speaker 2: and her daughter originally loved it. And when I say daughter,
Speaker 2: I think she was eleven, so these are really young kids.
Speaker 2: And when she took it to school, she got bullied
Speaker 2: and made fun of, so her mom replaced it with
Speaker 2: an actual Stanley cup and then talked about why she
Speaker 2: thought this was absurd, but still was perpetuating this Stanley
Speaker 2: cup thing. But this was that level of like being
Speaker 2: seen as an outcast and now as a part of
Speaker 2: this group. So this level of long and of course
Speaker 2: it's a little different for adults with social media, but
Speaker 2: there still is that need to belong or being a
Speaker 2: part of that club. So using things like belonging, social
Speaker 2: media and overall marketing towards women has really paid off
Speaker 2: for companies like Stanley. According to a twenty fifteen report
Speaker 2: by The Guardian, not only is it smart to target women,
Speaker 2: but by doing so, men will likely follow. Here's a
Speaker 2: quote from that article titled when over Women and the
Speaker 2: men will follow. They say women have the potential to
Speaker 2: be a highly profitable target audience for small business owners.
Speaker 2: The reason for this is because once you have won
Speaker 2: women over, they tend to be more brand loyal and
Speaker 2: are more inclined to offer referrals and recommendations than men. However,
Speaker 2: women are also complex, so a considered and nuanced approach
Speaker 2: to gaining their loyalty is needed, one that avoids being
Speaker 2: condescending or lumping all women into one homogeneous group. It's
Speaker 2: important to remember that marketing to women doesn't mean you
Speaker 2: be alienating men. In fact, there's a saying quote, if
Speaker 2: you meet the expectation of women, you often exceed the
Speaker 2: expectation of men without being dismissive of marketing to men.
Speaker 2: If you get your marketing to women right, you are
Speaker 2: more likely to effectively reach men too. So it continues,
Speaker 2: and it says women's sheer economic strength means business can
Speaker 2: vastly improve bottom line profit and create invaluable brand ambassadors.
Speaker 2: They control up to eighty five percent of consumer purchasing
Speaker 2: decisions and account for nearly half of all purchases in
Speaker 2: traditionally male dominated categories such as cars and electronics. Companies
Speaker 2: that recognize this and market themselves accordingly will break through
Speaker 2: the advertising clutter and encourage brand loyalty. I get that
Speaker 2: because like, if I like something, I'll buy that same bryon.
Speaker 1: Yeah, And to me, like that just makes sense. And
Speaker 1: now I'm like, asplaying a minute, men in my life,
Speaker 1: what do you just buy?
Speaker 2: Whatever do you find?
Speaker 1: What are you doing?
Speaker 2: My partner buys brand deals. He loves the wow deals
Speaker 2: in our market, and I'm like, I'm on murder you
Speaker 2: why you're doing this? I do believe I have witnessed
Speaker 2: this when I'm lie. Why my mother would be drold though,
Speaker 2: because she also just buys on sales and the numbers
Speaker 2: really haven't changed since twenty fifteen. According to the get Nux,
Speaker 2: y'all is git in ux. I'm gonna go with that
Speaker 2: market data report for twenty twenty four, which was published
Speaker 2: at the end of December of twenty twenty three, women
Speaker 2: drive seventy to eighty percent of consumer spending while men
Speaker 2: control the remaining twenty to thirty percent. Men are more
Speaker 2: likely to make impulse purchases fifty four percent than women
Speaker 2: forty five percent. On average, women spend three hundred and
Speaker 2: seventy nine minutes per week shopping while men spend two
Speaker 2: hundred and sixty three And surprise, though, men make up
Speaker 2: sixty two percent of the online spending in the US,
Speaker 2: I really would have thought it'd be more women to
Speaker 2: be yeah, but apparently not so. And according to kiplinger
Speaker 2: dot com, the targeting women is the most profitable decision
Speaker 2: for businesses. So these sites that I'm talking about when
Speaker 2: it comes to this, they're trying to do how to
Speaker 2: guide for businesses. So we're not going to go into
Speaker 2: what they say as their advice, but this is the
Speaker 2: information they're giving two businesses to let them know why
Speaker 2: they should be doing this. So their quote says, when
Speaker 2: it comes to marketing to women, the figures are compelling
Speaker 2: and clear. Globally, According to a not for profit that
Speaker 2: helps build workplaces that work for women, women control about
Speaker 2: thirty two trillion dollars in annual consumer spending and that's
Speaker 2: a lot of purchasing power. That's according to them. I
Speaker 2: didn't say that, and it's true though. I bet that
Speaker 2: up and it continues in the US for eighty five
Speaker 2: percent of all consumer spending, and they are responsible for
Speaker 2: a growing number of highly significant buying decisions, including ninety
Speaker 2: three percent of food and over the counter of pharmaceuticals,
Speaker 2: ninety two percent of vacations, ninety one percent of new homes,
Speaker 2: as well as eighty nine percent of bank accounts, eighty
Speaker 2: percent of healthcare, sixty six percent of PCs, and sixty
Speaker 2: five percent of new cars. I thought those percentages were
Speaker 2: really really wild to me. I mean, the food thing, obviously,
Speaker 2: but like when you come to the PCs and the
Speaker 2: new cars, it was like huh. And even the new homes,
Speaker 2: even though we did talk about the fact that more
Speaker 2: women are buying homes. So businesses have caught on to
Speaker 2: who they should be targeting as they work through on
Speaker 2: how to become more profitable. Of course, they're also looking
Speaker 2: at specific generations in their marketing as well. Gen ziers
Speaker 2: have become more of a focal point recently, more so
Speaker 2: than even the millennials, even though I think they have
Speaker 2: the more and disposable income technically at this time. Of Course,
Speaker 2: like any fad, though, things do go away and more
Speaker 2: and more people are talking about their dislike now of
Speaker 2: the Quenchers, even though they've done a good job in marketing.
Speaker 2: Articles like The New York Post writes quote despite all
Speaker 2: the Christmas presents. Though. Casey Lewis, a youth consumer trends
Speaker 2: analyst who writes the newsletter After School, told Business Insider
Speaker 2: that she thinks the hype is already dying down. They
Speaker 2: are absolutely on their way out. This is peak Stanley,
Speaker 2: she proclaimed. There's no up from here. Lewis noted that
Speaker 2: most people receiving Stanley cups as presents or college age
Speaker 2: and younger, but she sees the appeal fading away as
Speaker 2: a trend plays out. In my experience, most trends start
Speaker 2: with cool youth, and then once they trickle down to
Speaker 2: younger kids and up to adults, the cool youth move on.
Speaker 2: She explains, when young kids and tweens adopt a trend
Speaker 2: or product, teens and older gen z distanced themselves. Don't
Speaker 2: you feel so called out? You're like, well, Dale, I'm
Speaker 2: killing a trend, okay, as well as the young as
Speaker 2: they're killing the trend. Maybe then drunk elephant from Sephora
Speaker 2: will die out to I don't know. Yeah, that's the
Speaker 2: whole thing too, which is kind of part of the
Speaker 2: conversation about the trends. And again when we talked about
Speaker 2: self care stuff, what is what and who is being targeted?
Speaker 2: This is a smart play, but in the smart place, yes,
Speaker 2: it also means it could peak. When I was referencing
Speaker 2: other hyped water bottles, I was talking about the hydro
Speaker 2: flask which I just got, and I was like, oh,
Speaker 2: nice things, I don't know anythink, But then it says
Speaker 2: it was a dishwasher state. I was like, oh, well,
Speaker 2: that's nice, and then last year I got a Yetti
Speaker 2: coffee cup, which is also sandy and Yetti was huge,
Speaker 2: huge for a hot minute too, but has now been
Speaker 2: replaced by Stanley. It is also that off conversation which
Speaker 2: I'm pretty much implying that this is also problematic products
Speaker 2: like Stanley reusable cups, because the point of reusable cups
Speaker 2: is having less but now there's more, to the point
Speaker 2: that some of the TikTok videos that have gone viral
Speaker 2: are women showing off their giant collection of cups walls
Speaker 2: of Stanley's because you have the new additions, as in
Speaker 2: recently Stanley released their Gallantines cup. Yeah, I didn't know
Speaker 2: it's Gallantine. I feel like that's even more insulting than
Speaker 2: just being Valentines, which I think the pink cups were
Speaker 2: from Starbucks, which is a whole play on the fact
Speaker 2: that they're being boycotted and there they were losing money,
Speaker 2: so they're like, let's bring Stanley in. But yeah, so
Speaker 2: having the Gallantines also, which is part of the reason
Speaker 2: Target was run down by so many people, with people
Speaker 2: sitting in line since one am for the following day
Speaker 2: to open to get one of those cups. So a
Speaker 2: lot of problematic things with that, but a smart play.
Speaker 2: But you would hope that women would be the ones
Speaker 2: that would be in charge of some of these things.
Speaker 2: Who knows.
Speaker 1: Yeah, Yeah, there's a lot of really interesting stuff that
Speaker 1: we could talk about at a later time around this,
Speaker 1: but it is it is funny at least with the
Speaker 1: I don't know, because I did do the Beanie Babies thing.
Speaker 1: There's like a scarcity thing that they do where they're like,
Speaker 1: this is limited, you can only get it them, and then.
Speaker 2: That's a huge ploy too.
Speaker 1: Yeah, exactly, So I like I've seen I've done this.
Speaker 1: I did it with the Beanie Babies, but like I've
Speaker 1: seen friends do this too with brands they really like,
Speaker 1: where it's like, oh, I have to get this one
Speaker 1: because it's limited, and that's how you get like a
Speaker 1: whole collection of them. And then maybe that trend fades
Speaker 1: and you're like, well, now I have a whole cup
Speaker 1: of beanie true.
Speaker 2: Yeah, some of the people who were trying to sell someone,
Speaker 2: they're like, oh no, they're worth two dollars. Yeah, and
Speaker 2: some of them got big money. But it's like timing.
Speaker 1: Yet sometimes it does come back. Yeah, I've recently have
Speaker 1: been seeing a lot of stuff about there's apparently certain
Speaker 1: versions of Disney VHSS that are worth a lot of money,
Speaker 1: and a lot of video games, yeah, Superintendo video games,
Speaker 1: and I think I have one of them, and I'm like,
Speaker 1: i's not in the packaging. I would never get any money.
Speaker 2: But anyway, that was the question was like, is it
Speaker 2: still in the packaging?
Speaker 1: It is not in the packaging, but I'm pretty sure
Speaker 1: it's that copy.
Speaker 2: Oh yeah, so it's interesting. Yeah, there's a lot. And
Speaker 2: then the fact that I was more interested in the
Speaker 2: fact that they companies like this, companies like YETI they
Speaker 2: turned their marketing focus from men to women, and how
Speaker 2: much of it, Like literally in three years four years,
Speaker 2: Stanley made ten times more than they did like just
Speaker 2: targeting with one cup.
Speaker 1: Yep. It is pretty bizarre, especially given those other statistics
Speaker 1: you used. You quoted about like how much spending power,
Speaker 1: how much of the shopping women do that it's only
Speaker 1: now that some companies are like, you know what, maybe
Speaker 1: we should.
Speaker 2: We should notice this, you women buy well, Like the
Speaker 2: really sexist phrase women be shopping be like that was
Speaker 2: said for a reason. It's not completely wrong, is it sexist?
Speaker 2: Yet but also they they shop smarter, like that's the
Speaker 2: other key point. And yeah, one of the articles that
Speaker 2: the reason we that went to hear outside of just
Speaker 2: like why is everybody loving the Stanley Cup was that
Speaker 2: they were seeing that statistic that eighty five percent of
Speaker 2: consuming came from women and then not adding the fact that, yeah,
Speaker 2: three percent of the shopping for food is done by women.
Speaker 2: So of course that's where the like little numbers go,
Speaker 2: but no one wants to talk about that and who
Speaker 2: is responsible for the household.
Speaker 1: Or like something like holiday gifts. Exactly yes, because I've
Speaker 1: definitely seen my mom try to figure out getting my
Speaker 1: brother a laptop and it wasn't for her, but she
Speaker 1: was trying to, like what's the best thing, school stuff,
Speaker 1: any of those exactly exactly. Well, I learned so much.
Speaker 1: I really thought we were gonna be talking about hockey.
Speaker 1: So funny. Maybe later, maybe later, but yes, in the meantime,
Speaker 1: if we ever do that, listeners, please let us know
Speaker 1: if you have any thoughts about this, let me know
Speaker 1: if you're like me, thought it was gonna be hockey
Speaker 1: just right in. You can email us a stuffany mom
Speaker 1: stuff at iHeartMedia dot com. You find us on Twitter
Speaker 1: at Master Podcast or in instagrament TikTok at stuff one.
Speaker 1: Never told you you have a tea public store and
Speaker 1: we have a book you can get wherever you get
Speaker 1: your books. Thanks so always to our super producer Christine,
Speaker 1: their executive producer Maya, and their contributor Joey.
Speaker 2: Thank you and thanks to you for listening.
Speaker 1: Stefan ever toil Dose Prediction of iHeartRadio. For more podcasts
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