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A major marketing expert claimed that Stanley unleashed a “perfect storm” of viral marketing with social media monolith TikTok to get consumers crazy for its 40 oz. Quencher mugs. 

Victor Lee, the president of marketing consulting group Advantage Unified Commerce, recently spoke to Fox News Digital about how the company used the social media platform to snag the attention of millions of Americans and get them to buy its tumbler dubbed the “Stanley Cup” by fans. 

The strategy netted the company ten times its usual annual profits in just a short period of time and made legions of consumers ravenous for the product.

The expert called Stanleys entrance into the viral marketing space “brilliant,” especially for being able to take something as innocuous as a water bottle and turn it into a must-have product.

The Stanley Cup craze has been in overdrive in recent months, evidenced in viral videos showing consumers buying up store shelves of the product within minutes, and weeping for joy after getting them for Christmas.

The craze has become so prevalent that headlines have been made aboutparents telling bulliesto lay off their kids for not having an official Stanley tumbler.

Lee began by discussing the current social media landscape and how the tumbler company was able to use it to its advantage.

The expert mentioned how the current way to win the social media race is by doing the best at leveraging the attention of the platform users for the company or influencers benefit.

“Your phone is now saying, if I have five minutes to your attention, where do you want to go? And wherever you tap to, that’s who wins,” he said. “And if they don’t give you enough good stuff to occupy five minutes, you know you’re shutting that app off or that site off, and you’re going to another button, and you’re hitting it. That’s the race.”

He noted, “Who wins the race is what they did with your attention. And I think this is where TikTok fell into” Stanleys plans. 

The expert further detailed how TikTok, compared to other social media platforms, is best equipped to trigger audiences into a reaction, including buying products.

Providing an example, he said, “TikTok is very well known for, I’m going to throw a random challenge. Go do it. Go run and jump into that swimming pool. Go hop the fence or do this. And there’s a lot of other controversial stuff.”

He also referenced the growing “#TikTokMadeMeBuyIt” trend thats been sweeping the platform. The hashtag currently boasts 86.6 billion views and counting on all videos related to it. The trend involves users showing off the products theyve bought while scrolling the app, which seems to drive more marketing and sales for the products depicted.

This almost compulsive virality combined with product placement means “now there’s real business implications” for these social media platforms, Lee said, before adding that Stanley taking advantage of this dynamic “was the perfect storm.”

“I would say they absolutely defined a moment of time and succeeded in it,” the expert declared. 

Explaining how the company did this specifically, Lee noted that Stanley relied on a mixture of factors, including TikToks platform, and Stanleys knowledge of its audience.

He said, “It’s not all luck, its not all strategy. Its a fine mix of it. But it’s also a conviction of knowing where an audience is, in this case social media and TikTok specifically, and then allowing multiple adjacencies.” 

Providing examples, he continued, “Like you started innovative with an influencer, if you want to call it innovative, then you went into TikTok. Suddenly it’s like, Well, what’s the other adjacency? Well, is this audience also a Target audience? More Target than probably other retailers? Are they a Starbucks audience? More Starbucks than other coffee? Let’s go there.”

Stanley marketed its cups with both Target and Starbucks. The Target exclusive Stanley Quencher made news after viral video showed customers at a Target in El Paso allegedly buying up the stores entire stock within minutes. Lee said the brand partnership itself was a “traditional” strategy rather than “innovative” on its own, but then combined with the design of cups and TikTok marketing, thats where it become innovative. 

He said, “But they struck it where it is innovative. It is the big Stanley Cup, giant one. It is colored. It is exclusive. It is that. So that’s their innovation, which fits.”

Continuing, Lee discussed how social media, particularly TikTok, has been utilized by Stanley and other companies to generate a connection between the consumer and the product they see on their favorite influencers’ channels for example.

Mentioning his experience as the head of Hasbros digital marketing, he said, “During that time the craze in our world was the unboxing of toys. Why would a five-year-old kid watch an hour of YouTube of somebody opening up a toy? And what we found out is there’s a psychological effect of surprise, I have something, and it’s open, and there’s a connection to like, Christmas, of opening something up. And that to them just captured their attention.” 

He added that TikTok presents the current form of that. “Now you fast-forward it six, ten years later. What is that? Well, there’s entertainment value TikTok is a massive entertainment value of that.”

Lee added that TikTok is having a “double effect” on users. “Were we interesting? And did you do something? And I think that’s the magic intersection that people aren’t talking a lot about,” he said. 

Noting how marketing products benefits from this connection established between users and social media, he said, “Social media was always passive. I get to watch something, I get to engage, I get to feel that if there’s a celebrity involved, that I am closer to them than if I see them in their natural environment, on TV or in a movie. And social allows me a glimpse of their real life. Now, if I happened to start buying something from them, it makes me a tighter connection.”

“Because social feels more intimate and I’m closer to you and if I trust you it’s a perfect storm, is whats happening.”

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Politics

NATO will force the UK to increase defence spending to 3.5% of GDP to keep US on side, Sky News understands

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UK will be forced to increase defence spending to 3.5% to keep US on side, Sky News understands

The UK will be forced to agree this month to increase defence spending to 3.5% of national income within a decade as part of a NATO push to rearm and keep the US on side, Sky News understands.

The certainty of a major policy shift means there is bemusement in the Ministry of Defence (MoD) about why Sir Keir Starmer‘s government has tied itself in knots over whether to describe an earlier plan to hit 3% of GDP by the 2030s as an ambition or a commitment, when it is about to change.

The problem is seen as political, with the prime minister needing to balance warfare against welfare – more money for bombs and bullets or for winter fuel payments and childcare.

Follow live updates: Does the UK need an ‘Iron Dome’ system?

Prime Minister Sir Keir Starmer stands next to a New Zealand soldier during a visit to a military base during a visit to a military base training Ukrainian troops in the West of England. Picture date: Tuesday April 22, 2025. PA Photo. See PA story POLITICS Ukraine. Photo credit should read: Finnbarr Webster/PA Wire
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Prime Minister Sir Keir Starmer during a visit to a military base training Ukrainian troops in April. File pic: PA

Sir Keir is due to hold a discussion to decide on the defence spending target as early as today, it is understood.

As well as a rise in pure defence spending to 3.5% by 2035, he will also likely be forced to commit a further 1.5% of GDP to defence-related areas such as spy agencies and infrastructure. Militaries need roads, railway networks, and airports to deploy at speed.

This would bolster total broader defence spending to 5% – a target Mark Rutte, the head of NATO, wants all allies to sign up to at a major summit in the Netherlands later this month.

It is being referred to as the “Hague investment plan”.

Asked what would happen at the summit, a defence source said: “3.5% without a doubt.”

Yet the prime minister reiterated the 3% ambition when he published a major defence review on Monday that placed “NATO first” at the heart of UK defence policy.

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What’s in the UK Strategic Defence Review?

The defence source said: “How can you have a defence review that says NATO first” and then be among the last of the alliance’s 32 member states – along with countries like Spain – to back this new goal?

Unlike Madrid, London presents itself as the leading European nation in the alliance.

A British commander is always the deputy supreme allied commander in Europe – the second most senior operational military officer – under an American commander, while the UK’s nuclear weapons are committed to defending the whole of NATO.

Even Germany, which has a track record of weak defence spending despite boasting the largest economy, has recently signalled it plans to move investment towards the 5% level, while Canada, also previously feeble, is making similar noises.

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Is the UK battle ready?

The source signalled it was inconceivable the UK would not follow suit and said officials across Whitehall understand the spending target will rise to 3.5%.

The source said it would be met by 2035, so three years later than the timeline Mr Rutte has proposed.

Defence spending is currently at 2.3%.

A second defence source said the UK has to commit to this spending target, “or else we can no longer call ourselves a leader within NATO”.

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PM challenged on NATO, defence and Gaza

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Sky News’s political editor Beth Rigby challenged the prime minister on the discrepancy between his spending ambitions and those of his allies at a press conference on Monday.

Sir Keir seemed to hint change might be coming.

“Of course, there are discussions about what the contribution should be going into the NATO conference in two or three weeks’ time,” he said.

“But that conference is much more about what sort of NATO will be capable of being as effective in the future as it’s been in the last 80 years. It is a vital conversation that we do need to have, and we are right at the heart of that.”

New Sky News podcast launches on 10 June – The Wargame simulates an attack by Russia to test UK defences

Mr Rutte, a former Dutch prime minister, said last week he assumes alliance members will agree to a broad defence spending target of 5% of gross domestic product during the summit in The Hague on 24 and 25 June.

NATO can only act if all member states agree.

“Let’s say that this 5%, but I will not say what is the individual breakup, but it will be considerably north of 3% when it comes to the hard spend [on defence], and it will be also a target on defence-related spending,” the secretary general said.

The call for more funding comes at a time when allies are warning of growing threats from Russia, Iran, and North Korea as well as challenges posed by China.

But it also comes as European member states need to make NATO membership seem like a good deal for Donald Trump.

The leaders of all allies will meet in The Hague for the two-day summit.

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The US president has repeatedly criticised other member states for failing to meet a current target of spending 2% of national income on defence and has warned the United States would not come to the aid of any nation that is falling short.

Since returning to the White House, he has called for European countries to allocate 5% of their GDP to defence. This is more than the 3.4% of GDP currently spent by the US.

Mr Rutte is being credited with squaring away a new deal with Mr Trump in a meeting that would see allies increase their defence spending in line with the US president’s wishes.

The NATO chief is due to visit London on Monday, it is understood.

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Environment

Nissan reveals new photos of the next-gen LEAF EV and confirms its global debut

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Nissan reveals new photos of the next-gen LEAF EV and confirms its global debut

The iconic electric hatch is all grown up and will arrive later this month. Nissan’s iconic EV is now a stylish crossover with more range, faster charging, and several other upgrades. Ahead of its global debut, Nissan is offering us a closer look at the third-gen LEAF EV with a few new photos and details.

Nissan LEAF EV photos and global debut date

Nissan is upgrading its best-selling EV in nearly every way possible. We got a sneak peek of the new model in March, but it was essentially a preview.

On Tuesday, Nissan shared several new photos and a few insights we can expect to see from the updated LEAF EV when it arrives later this month.

The LEAF is dropping the hatchback style we’ve grown to love (or hate) for a “sleek and spacious family-friendly crossover” design. Nissan’s design and engineering teams worked together to give it a bold new look, but it’s also surprisingly efficient.

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With a drag coefficient of just 0.26, the new model (US and Japan-spec) is about as aerodynamic as an average sports car. In Europe, it’s even more impressive at just 0.25 Cd, down from 0.28 Cd in the outgoing LEAF.

Nissan-LEAF-EV-photos
Richard Candler, Vice President, Nissan global product strategy, next to the third-generation LEAF EV (Source: Nissan)

All new models (US, Japan, and Europe) feature added flush door handles, an active grille shutter, improved wheel design, a new fastback silhouette, and a flat underbody for better efficiency.

“Every design choice was optimized for aero and energy efficiency, even the panoramic glass roof contributes to exceptional aerodynamics,” according to Nissan’s program design director, Nobutaka Tase.

The third-gen LEAF is based on Nissan’s CMF-EV platform, the same one that underpins the Ariya electric SUV. Although Nissan has yet to confirm the battery specs, it promises that the new model will have “significant range improvements” compared to the outgoing LEAF.

We may have an idea after Nissan’s vehicle programs chief, François Bailly, told TopGear.com that the new LEAF will arrive with a 373-mile (600 km) WLTP driving range.

Nissan-new-LEAF-EV-photos
Nissan’s new LEAF EV (Source: Nissan)

On the EPA scale, it could be closer to a 300-mile range, but that would still be a significant improvement from the 212 EPA-estimated miles offered on the 2025 LEAF SV Plus.

In North America, the new Nissan LEAF will also feature a built-in NACS port, unlocking access to Tesla’s Supercharger network.

You can learn more about the updated model in the video above. The short series features the planning, design, and engineers who helped bring the third-gen EV to life.

We will find out more later this month when Nissan officially launches the updated LEAF. Check back soon for more info. We’ll keep you updated with the latest.

Do you like the updated LEAF design? The crossover style gives it a fresh new look. Let us know your thoughts in the comments below.

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Environment

NIO shares plans to enter seven additional European markets

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NIO shares plans to enter seven additional European markets

Chinese EV automaker NIO took to social media to announce expansion plans to seven new European markets. This multi-brand strategy will bring even more BEVs from NIO and Firefly to EU customers.

NIO ($NIO) is looking to add clout to its status as a rising global brand. It was only four years ago that the Chinese EV automaker announced its first expansion plans into European markets, beginning in Norway. The company has since set up sales in Denmark, Germany, the Netherlands and Sweden.

Those EU models include the NIO ES6, ES7, ES8, ET5, ET5T, and ET7. However, due to a trademark dispute with Audi, the “ES” models have been renamed “EL” in the EU (EL6, EL7, etc).

Additionally, NIO has recently begun selling the two flagship EVs from its sub-brands, the Onvo L60 and Firefly, to European customers.

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Earlier today, NIO took to X and Weibo to announce additional expansion plans for Europe, including sales of the Firefly.

NIO European
The Firefly on display at the Shanghai Auto Show / Source: Scooter Doll

NIO and Firefly to expand to these seven European markets

Per the post on X, NIO intends to begin selling its BEVs in the following European markets through 2025 and 2026:

  • Austria
  • Belgium
  • The Czech Republic
  • Hungary
  • Luxembourg
  • Poland
  • Romania

NIO divulged even more details on Weibo, including what models will be sold in those additional EU markets. Those BEVs include the EL6, EL8, ET5, ET5 Touring (ET5T), and the Firefly EV (seen above). Per the post:

In the Belgian and Luxembourg markets, NIO will cooperate with Hedin Mobility Group, a leading European travel service group. In Central and Eastern Europe, NIO will join hands with AutoWallis, a leading regional travel service group, to first cover the Austrian and Hungarian markets in 2025, and plans to start deliveries in the Czech Republic, Poland and Romania in 2026, bringing innovative, sustainable and high-quality smart electric travel experiences to local users.

There you have it. Five BEV models across two NIO brands, reaching new European customers as early as this year. We’re sure this won’t be the last we hear about Firefly in Europe, as the NIO sub-brand was supposed to initially launch overseas ahead of China. NIO co-founder and president, Qin Lihong, recently told CnEVPost that Firefly would enter approximately 20 overseas markets by the end of 2025, with the right-hand drive version expected to hit the market in October at the latest.

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