World News for Students of English

05-07-2024 15:00

Stanley cups, particularly limited editions, have become highly sought after and are reselling for hundreds of dollars.

The appeal lies in effective marketing strategies, understanding consumer preferences, and the cups’ practical design with features like handles and straws. Marketing expert Camille Moore emphasizes that Stanley succeeded by creating a great product, relying on word-of-mouth and social media rather than traditional advertising. The cups gained widespread attention on TikTok, accumulating over 970 million views under the hashtag ‘StanleyTumbler’.

Despite being around since 1913, Stanley’s fortunes skyrocketed after the introduction of the 1.2-liter ‘Quencher’ tumbler in 2016. The company’s revenue increased significantly, projected to reach 750 million dollars by 2023. A viral video of a Stanley cup surviving a car fire added to its allure, showcasing the company’s commitment to quality and exceptional customer service.

Difficult words: word-of-mouth (passing of information by talking), tumbler (a drinking container that doesn’t have a handle or a stem), allure (the quality of being attractive or fascinating).

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