Every other year, a company comes along that makes people realize they've been drinking water like a poor, dirty peasant. The baton was most recently passed to Stanley, which went from making durable bottles for midwestern fathers to taking money from seven-year-olds and those who already have a full cabinet of Hydro Flasks and Yetis.
While the meteoric rise of companies like Stanley seems to happen out of nowhere, they all have two things in common - they're colorful and expensive.
Now, one of America's most beloved, yet underappreciated cup providers wants in – Solo cups will be rising in price from $15 for a 30-pack to $20 each.
"Raising the price of a cup by 40 times overnight wasn't a knee jerk decision. Our extensive market research has shown that people are more likely to buy something if it's expensive – it makes them feel special," said CEO Robert Korzenski.
Despite the sweeping change, Korzenski wants to be clear that the cup itself will stay exactly the same.
"Customers have fallen in love with the flimsy nature of the product, and they can rest assured that increased price does not mean increased quality – it truly never even crossed my mind," commented Korzenski, who took over for the son of Solo cups creator Leo Hulseman. "Good luck playing flip cup with a hunk of metal."
Even though the cups will still be priced at less than half of most Stanleys, some may be turned off by the lack of durability. However, Korzenski says that this is actually a good thing.
"Those big metal water bottles that are so popular have some massive faults. For one, they're heavy – hydration shouldn't be a workout. Secondly, you have to clean them, which is just a waste of time," believes Korzenski. "Whether you're drinking spring water at the office or a vodka lemonade at a frat party, all you have to do when your Solo cup gets dirty is throw it out and buy a new one."
Solo cups aren't typically sold individually, but customers will continue to be able to buy them in packs as well. A 30-pack, which would cost around $1500 if made with Stanleys, will be available for just $600.
The cups, which already come in an array of vibrant colors, are most popular during warmer months. But with Stanley's plain red or pink "Valentine's Day edition" cups selling out around the country, there's a clear point to be made – red Solo cups never sell out and you can buy them anywhere that sells Miller Lite or beef jerky.
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Photo courtesy of Michael Mata via CC BY-SA 2.0
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