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RonnieOatmilk
I looked into this for a client last month. In short- back in 2019 a suburban mom magazine rediscovered Stanley,and convinced their readers that the Quencher was the perfect, ultimate mom cup. They even leveraged a minor recent tv celebrity who had just given birth to to promote the bottle as the perfect maternity bottle (new parents will know this is a thing, and there’s loads of them out there). Secret was, they bought loads of the bottle to flog on their website, and when they sold out thousands in under a week they realised they’d hit on something.
Fast forward a bit and Stanley also noticed its sales and online engagement being newly driven by 21-45 y/o moms, so they bring in Terrence Reilly. (https://www.inc.com/ali-donaldson/this-marketing-pro-got-crocs-on-every-celebrity-from-bad-bunny-to-justin-bieber-now-hes-the-one-behind-the-stanley-tumbler-you-cant-escape.html). Now he’s convinced every other mom in America that these things are a scarce valuable commodity, and that’s why you get fistfights at Target.