When Stanley Lost to Owala: Lessons from the TikTok Effect

Stanley was the best tumbler maker for years. Its famous "Quencher" became a viral hit, making an old brand a must-have for Gen Z. At its height, Stanley cups sold out online in minutes and were then sold for twice or three times the original price. But in 2025, Owala came into the picture as a new player. Owala has gotten the attention of the same people who made Stanley famous. The brand is known for its fun colors, unique flip-top straw design, and TikTok-friendly branding. This change brings up an important question: How does a brand that is the most popular lose its place so quickly in the age of social media?

Image source: New York Post (2024).

Virality's Rise (and Fall)

Trends on TikTok and the culture of influencers helped Stanley get famous. A single viral video could lead to millions of sales. But the same thing that helped Stanley rise also helped Owala grow quickly. Owala used micro-influencers, popular social media campaigns, and user-generated content that appealed to younger people looking for "the next big thing." This isn't the first time this has happened:

• Crocs vs. Birkenstock: Crocs changed its name to a fun, ironic fashion staple, while Birkenstock told stories about its history.

• Aerie vs. Victoria's Secret: Aerie embraced body positivity, but Victoria's Secret had a hard time getting rid of its old image.

• Fenty Beauty vs. Traditional Brands: Rihanna's Fenty Beauty shook up the cosmetics industry by promoting stories of inclusivity, leaving older brands scrambling to keep up.

• What do they all have in common? Attention on social media changes quickly. What you need today may not be important tomorrow.

What Companies Should Know

1. Don't rely solely on one viral trend or campaign for your brand's success. Diversify your strategies and content to avoid the risk of losing relevance when the trend changes.

2. To stay relevant, you need more than one TikTok trend.

3. 2. Instead of just creating noise, focus on building a community around your brand. Owala's success is not just due to its innovative product, but also its ability to create content that fosters a sense of belonging among its audience.

4. Owala's success isn't just because of an innovative product; it's also because they create content that makes people feel like they belong.

5. Keep an eye on how social media works

6. People's buying habits change faster than ever. A single viral meme, review, or challenge can turn a niche product into a popular one or kill it off in a matter of hours.

7. Find a balance between trend and legacy

8. Stanley's brand heritage is a strong asset, but it's not enough to ensure its success in the age of social media. It needs to adapt and evolve with the changing trends and consumer preferences.

Last Thought

There is more to the Stanley vs. Owala story than just tumblers. It's a reminder that in the age of social media, the game is always going on. To stay ahead, businesses need to be flexible, creative, and very connected to their customers. We get our students ready for a constantly changing world at Raffles Jakarta. Our Business Administration program gives future leaders the skills they need to deal with changes in consumer behavior, create strategies that can withstand challenges, and turn viral moments into lasting success.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Accio. (2025, June 4). Owala water bottle trend. Accio. https://www.accio.com/business/owala_water_bottle_trend

Bevi. (2025). Owala water bottle vs. Stanley Quencher: Choosing the best stainless steel water bottle. Bevi. https://bevi.co/blog/owala-vs-stanley-best-stainless-steel-water-bottle

Business Insider. (2025, February 12). Bink water bottles are trending in 2025. Business Insider. https://www.businessinsider.com/bink-water-bottle-replacing-stanley-owala-2025-2

New York Post. (2024, February 14). Stanley vs. Owala: Which trendy water bottle brand is better? New York Post. https://nypost.com/shopping/stanley-vs-owala-review/

The Guardian. (2025, August 14). I tested 42 water bottles to find the best. The Guardian. https://www.theguardian.com/thefilter/2025/aug/14/best-water-bottles-tested-uk