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Big Dumb Cups & Stupid Puffy Shoes: The Genius Behind Crocs and Stanley Cups

A big dumb cup. The ugliest shoe on Earth. 

We’ve heard the stories about each….

But did you know the same person is behind both? 

Meet Terence Reilly, Global President of Stanley and former CMO of Crocs. 

Turns out, there’s a playbook to turning a practical but ridiculous product into a viral sensation. 

Let’s break it down. 

Context

In case you live under a rock, Crocs are simultaneously the most loved and hated shoes of all time. While comfortable and practical, the boat shoes’ “ugly design” has attracted many haters who see them as eyesores.

But no matter how you feel about them, they sell. Let's look at the growth of Crocs:

• The First Crocs were released in 2002.

• Crocs gained popularity and sold 6 million pairs in 2005.

• Growth continued and Crocs brought in $355M in 2006.

• 16 years later Crocs became popular again, reaching $2.7B in sales in 2022.

Similarly, Stanley has seen a meteoric rise thanks to a seemingly ordinary product: the Stanley Quencher, a 40-ounce colored stainless steel tumbler with a straw and side handle. 

It has become the LV bag of water bottles - a $50 status symbol displayed on desks, popping up in Zooms, and, naturally, on social media. 

• The Stanley Quencher came out in the mid-2010s.

• The Quencher became popular in 2019.

• Stanley’s Sales skyrocket from $70M to $750M.

• The Quencher’s sales alone are up 300%.

The Playbook

So if the same guy is behind both of these unicorn products, he must know something we don’t, right? 

Terrance Reilly has a secret playbook, and, evidently, he’s like the Nick Saban of marketing, boasting a track record of success.

He’s running the same plays - a proven method to achieve a repeatable outcome: product virality.

Here’s how he does it:

• Chapter 1: Start With a Practical Product That Works

• Chapter 2: Find the Niche that Needs a Personal Statement

• Chapter 3: Seed the Market

• Chapter 4: Go Viral with Influencer Collabs

• Chapter 5:  Create Scarcity

Let’s break each “chapter” down to really understand the genius behind the strategy.

Chapter 1: Start With a Practical Product That Works

The first step in the playbook is to find a great product that delivers on a unique need. It has to work, and it has to work well. 

For the Croc, it was a great boat shoe. Their story began in 2002 after a sailing trip in Mexico inspired co-founders Scott Seamans, Lyndon Hanson, and George Boedecker Jr. to develop a practical clog.  

Seamans collaborated with a Canadian company, Foam Creations, and crafted a prototype using Croslite, a lightweight and odor-resistant resin. The guy’s initial reaction was that the shoe was ugly, but they quickly realized it didn’t matter when they tried them on.

It was the perfect boat shoe - comfortable, breathable, and functional on both land and water. Hence the name, Crocs.

This is where their success came from. It wasn’t meant to be fashionable. Icons of the 2000s like Paris Hilton, Lindsay Lohan, and neither Mary Kate nor Ashley were papped in Crocs. 

The Crocs’ modest success was driven by “true believers” in search of a comfortable, practical shoe.

Just like Crocs, Stanley's story begins with a focus on functionality. This 110-year-old brand built its reputation on crafting high-quality, long-lasting camping gear. Their most iconic product? A hammertone green, quart-sized thermos that debuted in 1913.

The Thermos was built for the working man with a cup-sized lid, leakproof cap, and a handle - not to mention it would keep drinks hot or cold for hours on end. It worked so well that it even accompanied WWII B-17 pilots on their missions.

This legacy of durability resonated with customers for generations. As Terence Reilly, a key figure in Stanley's recent success, told Inc. Magazine, "We constantly heard stories of dads and grandfathers using Stanley. Capturing the hearts of a younger audience, like moms, sisters, and ourselves, was the key to unlocking the next chapter for the brand."

Chapter 2: Find the Niche that Needs a Personal Statement

The next play in the book is to find the right audience who feels like they need the product. Terrance Reilly claims to just "pick up on trends" by listening to his daughters.

I don't buy that. His approach is far more strategic. 

He identifies a specific niche and then applies the product's core features to their unique pain points, making it personal. This creates a groundswell of organic demand from people who genuinely love using the product because it solves a problem they face.

For Crocs, they were never just a boat shoe. Reilly knew they could serve a wider audience: anyone needing a practical, comfortable, expressive shoe.  

Medical professionals stuck in scrubs found fun, colorful Crocs and were offered a welcome escape. 

High school and college athletes who needed comfy footwear to change into after practice embraced Crocs for their practicality. 

It didn’t take long for the shoes to catch on in places they were never designed to be.

Reilly mirrored this approach with The Stanley Quencher. Capitalizing on the growing hydration trend, the company saw an opportunity among women seeking to elevate their water bottles from purely functional to fashionable accessories. 

Moms juggling carpools, sports practices, and errands, along with teachers and nurses, found the Stanley Quencher's functionality perfect for their busy lives. 

Once Crocs and Stanley identified their target audiences, the next step was to elevate them beyond mere functionality. They didn't just want everyone to have a Croc or a Stanley Quencher – they wanted everyone to have one that felt uniquely theirs.

This is where Terence Reilly's genius for personalization comes in. He understood the power of individual expression, and both Crocs and Stanley responded brilliantly. Crocs offered a dazzling array of colors and Jibbitz charms, allowing wearers to transform their shoes into a reflection of their personality.

Stanley followed suit, creating a spectrum of colors and "toppers" for their Quenchers. As Reilly himself says to CNBC Make It, "We see all the time that our customer wants her Quencher to match her outfit, her mood, her kitchen – we're serving her where she wants the product, by giving her the power to personalize it and express herself."

Chapter 3: Seed the Market

Now that the core groups are getting on board with the product, the next play in Reilly’s book is to seed the market. The key? Find the influencers these groups follow and plant the product.

Crocs targeted the fashion crowd by collaborating with high-profile designers. In 2017, they made a splash at London Fashion Week with Christopher Kane. Their collaboration made people rethink if crocs could be fashionable and trendy, not just practical.

Shortly after, at Paris Fashion Week, Crocs shocked everyone with a Balenciaga partnership. They changed the design of the croc, making them slightly less practical, but much more fashionable by adding platforms or turning them into boots.

It was these unexpected collaborations that thrust Crocs into the fashion spotlight, catching the eye of fashion-forward influencers who then shared their unique takes on the iconic shoe.

Stanley took a more organic approach. The Buy Guide, a blog run by three moms, started raving about Stanley's tumblers, sparking a wave of enthusiasm among their followers.  

This "mom-to-mom" marketing spread like wildfire, eventually reaching celebrities like Carrie Underwood, who posted a picture with her Stanley Quencher on Instagram.

"That was a moment," says Reilly, emphasizing the authenticity of the endorsement. "We don't have a huge influencer budget" – Stanley focused on finding genuine fans, like the moms behind The Buy Guide, and young women who simply loved their Stanley products.  

This organic approach resonated with their target audience, creating a sense of trust and authenticity that paid off in spades.

Chapter 4: Go Viral with Influencer Collabs

Once the market is seeded, the next play is to look out for influencers who are already fans of the brand. Here's how they identified their biggest fans and turned them into brand champions.

Terrance Reilly had a belief that good ideas should be acted on right away, so when an intern came into his office with an idea and a photo of Post Malone in Crocs, he knew exactly what to do. He called up Republic Records, and the rest is history.

Behold, “Post Malone x Crocs:” 

In the same breakthrough manner, it was a sales associate at Stanley who told Terence Reilly about a popular newsletter and a longtime fan of the Stanley Cup Quencher. Reilly reached out to Ashlee LeSeur of The Buy Guide with an offer: help them sell the Quenchers and Stanley will continue its production.

Stanley’s Quenchers have also been going viral on TikTok and other social media platforms, with celebs like Adele, Olivia Rodrigo, and Jessica Alba being spotted with them. 

Chapter 5:  Create Scarcity 

The final play in Reilly’s playbook is to create scarcity around the product. Reilly employs a sneakerhead mentality in his releases, creating hype and building desire for new releases. He understands the power of limited-edition releases and collaborations, a strategy he honed during his earlier days at the defunct retail chain Footaction. 

Back then, Reilly transformed restocking into an event. When coveted Nikes like Air Force 1s or Air Jordans hit the shelves, stores would open at midnight for release parties, generating a frenzy among collectors. "I've never lost that loving feeling for that kind of frenzy.”

At Crocs and Stanley, Reilly translates this "scarcity model" to the online world. Limited-edition colorways and collaborations for both Crocs and Stanley Quenchers have fueled the hype surrounding these products. 

At its peak, Reilly reveals, the Stanley Quencher waiting was up to a staggering 150,000 people. "Not everyone could get a Stanley," he says, "and that's a brand's dream."

But beyond the excitement factor, limited-edition releases offer a practical benefit for businesses. This strategy helps manufacturers avoid the burden of excess inventory. By limiting production runs, Crocs and Stanley can ensure they're meeting – but not exceeding –  demand. Limited editions keep the buzz alive, ensure Crocs and Stanley stay relevant, and prevent them from becoming victims of their own success.

Epilogue: Pass the Airport Test

As a seasoned marketer, Terence Reilly has an unconventional way of measuring brand success: major airports. Forget percentages, financial models, or revenue figures. If a significant number of travelers choose to carry Crocs or Stanley products, it signifies brand loyalty.

This real-world validation is more powerful than any statistic. For Crocs, airport sightings were initially rare and unflattering. But over time, Crocs became a statement piece, proudly displayed by travelers. Now, the same is happening with the Stanley Quencher, being toted around in airports across the country.

Reilly's approach reminds us that true brand success goes beyond sales figures. It's about becoming an integrated part of consumers' lives, even in unexpected places like airports.

If people are willing to dedicate precious carry-on space to your product, you've built a connection that transcends mere transactions.

What Other Products Could This Apply To? 

So what else can we run through Reilly’s playbook? 

Crocs and Stanley's success proves functionality can be fashionable. This blueprint – niche targeting, personalization, influencer marketing, and scarcity – could transform everyday items like backpacks, keychains, notebooks, or even AirPod cases, into the next unexpected cultural icons.

I'm not sure exactly what it will be, but the next time I see something practical, you can bet I'll be thinking about how to make it fashionable.

Remember, the path to success is paved with continuous learning and embracing fresh perspectives.

Let's stay connected, share ideas, and elevate your consulting business.

Stay curious, friends.

TheConsult.co brought to you by Keenan Reid Strategies

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