I don't consider myself a deeply religious person. But lately I've been thinking about the Eleventh Commandment I'd like to write on stone.
In case you missed the news, expensive water bottles are a thing. Specifically, expensive water bottles from Stanley, a brand that dates back to 1913. And until a few years ago, it was known for making insulated drink holders for everyday use, the kind you might put in a classic metal lunch box (which Stanley also produces ).
Now, the brand's bottles have moved from utilitarian to fashionable and come in a wide range of styles, sizes and colours. Want the Stanley X Pendleton Wildland Heroes Classic Bottle or the Stanley Watermelon Moonshine Quencher, created in partnership with country singer Lainey Wilson?
The latter “comes in a juicy watermelon pink color with fresh green details,” according to a blog post from the Stanley team. Brand officials declined to comment on this story.
And yes, bottles cost $45, at least for the 40-ounce Quencher variety that is in high demand. But that assumes you're not buying one of the really sought-after bottles that can easily go for over $100 on the resale market. This kind of watermelon moonshine? It sells for $230 on StockX, a secondary market platform.
All of this leads me to ask a simple question: Have you lost your mind, America?
“I wonder about the culture that seems to have no problem spending all that much on designer water bottles, but can't save enough money for retirement. “
Look, I get that these must be pretty good water bottles — or at least that's what several Stanley fans I've spoken to have told me. The key to their appeal is that they keep things cold for so long that you can expect the cold to last not just for hours, but days. A recent viral story involved a Stanley bottle that survived a car fire and the ice inside didn't melt.
But let's be honest: it's not about the big cold. It's about making a core product generate buzz, thanks to a very smart and modern marketing playbook. The end result is that consumerism has failed.
As a recent story explained, the transformation of the Seattle-based Stanley brand began a few years ago, when it hired former Crocs CEO Terrence Riley as its president.
Just as Riley made clogs cool — he once introduced Peeps candy-themed Crocs — he made water bottles hot by expanding Stanley's product line with this fun and cheerful watermelon moonshine. It has positioned the company to capitalize on all things viral and influencer-friendly.
More importantly: He played the limited edition game, so the fewer those bottles were available, the more people would want them. You now have Stanley fans standing in line for hours on end to buy a bottle when it first goes on sale.
“It's like a religious clock,” Tiffany Warner, a Stanley bottle collector who calls southern Ohio home, told me. Warner has about 30 in her personal stash and resells the occasional back-order bottle as well.
But the real bottom line is the bottom line: Stanley's annual sales rose from $73 million in 2019 to a projected $750 million in 2023, according to CNBC.
Stanley's clever marketing playbook aside, what makes people crave a $45 bottle of water? In a sense, there's nothing new here, say those who study consumer behavior and psychology. This means that people always fall into the trap of fads.
Tiffany Warner (second from right) is a Stanley fan and has asked her colleagues to join the bottle bandwagon.
Courtesy Tiffany Warner
He's talking about what branding expert Riley Newman described to me as a form of tribalism “dating back to the survival needs we once had.” You had to go along with whatever the crowd was doing, lest you be ostracized, isolated, and left for dead.
This obviously does not apply to today's world, where there is no survival penalty for not buying “it” product. But we still want to feel like part of a group. And in the age of social media, we are very conscious of when we miss the opportunity to do so. This is what FOMO (fear of missing out) is all about, after all.
But at the risk of stating the obvious, what are we talking about that's missing here? You can buy other water bottles that will do the trick for much less money — you'll find product guides that recommend models for under $6.
“Stanley's annual sales rose from $73 million in 2019 to a projected $750 million in 2023.“
For that matter, I can't remember the last time I bought a bottle of water. I've collected enough of them over the years for free as promotional items at conventions, street fairs and the like.
The ones I collected are definitely not in that perfect watermelon color. And they probably won't keep my water cold for the next millennium. But let me tell you a little secret: If you want really cold H20, there's something called ice that seems to do the trick (smile).
All kidding aside, I wonder about the culture that seems to have no problem spending all that much on designer water bottles, but can't save enough money for retirement. They cannot see beyond the marketing trap set for them.
I understand that we all need a little joy in our lives and these bottles are a fairly harmless way to go. I'm a little jealous of Tiffany Warner and the enjoyment she receives in her Stanley collection. “I have two on my hand all the time!” One for water, the other for iced coffee, she said.
“Let me let you in on a little secret: If you want really cold H20, there's something called ice that seems to do the job.“
However, I can't help but think about the price we pay — again, Stanley has annual sales of $750 million — for those bottles.
I'm not alone in thinking this, of course. Craig Agranoff, a Florida-based marketing expert and professor, is particularly upset about the designer bottle trend because the bottles are often placed in people's cars, meaning no one sees the coveted Watermelon Moonshine drinking vessel.
“Who are you so impressive?” – Agranov asked.
Naturally, Jessica Turner, a Nashville-based blogger and influencer who has an affiliate relationship with Stanley, has a different view. She explained things to me this way: “I don't think you're the target market” for the product, she said, noting that Stanley's fans do objectify females — at least for some of the famous models.
Perhaps this explains why my wife has been so curious about Stanley lately, and sees the frost-colored bottle as her favorite choice. As for me, I'll stick with any free promotional bottle I have lying around the house.
I'll keep ice on hand too.
