How does a brand that nobody's ever heard of overtake the most hyped water bottle in America?

How does a brand that nobody's ever heard of overtake the most hyped water bottle in America? So to answer this, we have to actually look at Stanley first. So in 2019, Stanley was basically a dead brand. It was 110 years old, it was selling thermoses to outdoor enthusiasts, and then three moms in Utah find the quencher and they post about it. So Stanley watches about 5,000 cups selling just four days, and then 5,000 more selling a single hour. And so of course, the new president at the time, which turns out was the former CMO of Crocs, this already tells you where this is going, he leans all into this. Color drops, waitlist, a Starbucks collab that caused an actual stampede at Target. Cups are flipping on eBay for like 300 bucks. And then a person's car catches on fire, and her Stanley coincidentally survives with the ice still inside it. And of course, the CEO replaces the car on the spot. So this generates about 3.1 billion impressions from that one single moment. But that was the peak. See, the problem with building your brand entirely on status and scarcity is that it only works when no one has one yet. Because the second that you can find a Stanley at a TJ Maxx, that means that it's the end of the road. Not because the product sucks, but because the meaning doesn't have the same meaning anymore. It's overstocked, it's oversaturated, everyone has one. And then, of course, the lead story happens. You know, there were lead pellets inside the base, which turns out is significantly minimal risk, but that didn't matter. Because the brand that had built itself on hype was only hanging on by that thread. See, what this story did wasn't make people more health conscious. It actually gave people permission to switch to an alternative that was already catching on. And so, while all this is happening, a brand that nobody has ever heard of is quietly solving the exact problem that Stanley never bothered to fix. I'll tell you what brand that was in the next video.