How the Stanley Tumbler became so popular

She started lusting after her after seeing social media posts from Kristin Johns and Emilie Kiser, two influencers who post about motherhood. But every time Stanley restocks the cup, it runs out, she said.

Released every few months in bundles that vary in quantity, the tumbler has been listed for up to $100 on resale site Poshmark. About 110,000 people have signed up to be notified by Stanley when it is back in stock, said Terence Reilly, Stanley’s global president, who added that sales of the product were up 275% in 2021 compared to 2020.

But just over two years ago, at the end of 2019, Stanley stopped restocking the Quencher on its website. Although still available for purchase elsewhere, “it was not a priority from a production and marketing perspective” by the brand, Mr. Reilly said.

His return to the Stanley website in early 2020 is largely due to three women: Ashlee LeSueur, 42, who lives in Carlsbad, Calif.; Taylor Cannon, 34, who lives in Purchase, NY; and Linley Hutchinson, 36, who lives in Alpine, Utah.

Ms LeSueur and Ms Cannon, who are sisters, and Ms Hutchinson, their cousin, run The Buy Guide, an e-commerce blog and Instagram account, where the Quencher tumbler was among the first products they showcased, in November 2017.

“Every time we linked it, it sold out so quickly,” Ms. LeSueur said. “We got so many pictures of teachers all having them in their classrooms and nurses’ stations with cups overflowing with different colors, and we knew we were on to something.”