Move over Stanley. The $9 billion water bottle war is only just starting
Briefly

Consider the fixation with the Stanley tumbler. When the brand recently launched $45 limited-edition pink cups for Valentine's Day, hoards of people stampeded Target and Starbucks to snag one.
Across the internet, everyone is trying to wrap their heads around why water bottles have transformed from a utilitarian receptacle into an object of desire.
Read at www.fastcompany.com
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