The information that Stanley’s insulated chrome steel cups include lead sparked a frenzy of concern on social media concerning the potential well being dangers for shoppers.
Stanley acknowledged in a press release that it makes use of “an trade commonplace pellet” that accommodates “some lead” to seal the vacuum insulation of its tumblers. The seal is then lined with a layer of metal that makes it inaccessible to shoppers beneath peculiar situations.
In different phrases, the cup is protected to make use of.
After all, that hasn’t stopped individuals on TikTok or different social media platforms from fanning the flames of uncertainty about Stanley’s exceptionally standard merchandise.
Clips of at-home lead swab exams have racked up tens of millions of views, with commenters expressing reluctance to proceed utilizing the cups at the same time as they present no hint of contamination.
In the meantime, public well being consultants who concentrate on lead publicity and usually disagree with its use in shopper merchandise say Stanleys are protected, particularly when in comparison with the myriad different methods persons are uncovered to the component.
New York College environmental well being professor Jack Caravanos instructed the Washington Submit he examined 5 Stanleys and even tried to pry off the protecting cap on the underside.
“I couldn’t discover lead anyplace the place it may pose a human well being publicity danger,” he stated.
Now, on this hole between notion and actuality, a golden advertising and marketing alternative has arisen for Stanley’s lead-free rivals.
Hydro Flask rapidly pounced.
“There’s loads of dialog taking place proper now round lead. We wish to guarantee you that Hydro Flask doesn’t use lead in our vacuum sealing course of,” HydroFlask stated in a publish on Threads earlier this week.Â
The Oregon-based model, which years in the past loved virtually Stanley-like ranges of recognition, touted the “extra complicated – and dearer” course of it developed to get the lead out of its merchandise.
To not be outdone, Owala, which is poised to take the throne from Stanley, up to date its FAQ web page with a press release that stated it “utilized an modern, lead-free solder in our merchandise from the very starting.”
Advertising and marketing consultants instructed Enterprise Insider this can be a sensible strategic transfer for corporations searching for to distinguish themselves from Stanley and win over prospects.
Anita Rao, a professor at Georgetown College who investigates how false or misleading claims have an effect on buying selections, instructed BI the statements by Hydro Flask and Owala have the advantage of being true, even when most individuals did not assume they had been actually related till now.Â
And lead continues to be unhealthy for manufacturing staff and the setting — it is simply not a major well being danger for Stanley prospects.
Stanley loyalists could shrug off these considerations, however Rao stated the lead-free manufacturers may see a elevate amongst newer prospects whose preferences aren’t but locked in.
The shoppers most receptive to Hydro Flask and Owala’s message embody dad and mom of younger youngsters, risk-averse individuals, and people who care concerning the setting, in response to Northeastern College professor Bruce Clark, an knowledgeable in advertising and marketing and branding methods.
“That is actually good advertising and marketing,” he instructed BI. “They’ve taken benefit of a sudden pattern out there that’s advantageous to them.”
“They are not doing it in a method that is unethical or misleading,” he added. “They’re merely saying we do not have this factor that you just’re listening to about in that different cup, so if you don’t need that factor, try to be shopping for our cup. I believe it is fairly sensible advertising and marketing.”
Century-old Stanley, for its half, is not sitting nonetheless whereas the youthful manufacturers nibble away at its marketshare.
“Our engineering and provide chain groups are making progress on modern, different supplies to be used within the sealing course of,” a spokesperson instructed NBC final week.
