Social media can make a brand as quickly as it breaks one.

Stanley’s tumblers, once the canteen of choice among outdoorsy folks and blue-collar types, have become immensely popular thanks to rave reviews from social media influencers and infinite scrolls of TikTok love. The momentum carried on thanks to a viral video of one of the tumblers surviving a car fire intact with ice still inside.

Seeing how popular the brand’s products—like the Quencher—had become among women, Stanley also started offering its durable containers in colors that were popular with the newfound consumer base. And to keep the hype going, they opted for a strategy where they release limited edition drops to keep the online FOMO and hype going.