Who the F**k is stanley?

Billboard on a wall shows a blue IrisGo® mug with a black lid and the text “IrisGo® cups — overshadow everything you knew. ”

Billboard with a picture of a blue IrisGo® mug and the text: 'IrisGo® cups — overshadow everything you knew. '

Project:

Service:

Channel:

Year:

IRISgo

Development of a Brand Campaign

Campaign

2023

Project:

IRISgo

Service:

Development of a Brand Campaign

Channel:

Campaign

Year:

2023

IRISgo® stands for thoughtful product design, uncompromising functionality, and modern drinking habits - with cups that not only look good, but also integrate seamlessly into everyday life. And because IRISgo® offers a great deal in terms of quality, sustainability, and comfort - yet as a young startup is not widely known - our goal was a high-attention positioning within the midst of a viral hype. Confident, but with humor. And with a clear objective: creating relevance where another brand currently dominates - the Stanley Cup.

Who the F*** is Stanley? Display with black IrisGo® cup flow mug against a beige background on the wall.

Who the F*** is Stanley? Advertisement for the IrisGo mug with large cup flow, shown on a wall of grey stone tiles.

A person holds an advertising page with a picture of a woman drinking from a thermo mug and a black IrisGo thermo mug with the inscription “HEY STANLEY — there is a new cup on the block.”

Person holding a newspaper with an ad for a black IrisGo® drinking cup and a photo of a woman drinking from a similar cup.

The campaign taps into the viral attention surrounding the Stanley Cup - and cleverly redirects it in our favor. Not with defiance, but with self-irony. We acknowledge that we are not yet the market leader - and turn exactly this fact into a strength. Instead of lecturing or comparing, we use humor, pop culture references, and the spirit of the moment to position IRISgo® as a smart, sustainable alternative. This creates visibility without a raised finger - and a brand attitude that sticks.

Advertising poster for a black thermo mug with the inscription 'Maybe not so cool but keeps cooler' on a step.

Tablet shows a website with information and images from ARYS Store Berlin, a modern store for sustainable fashion and accessories.

Hand holding smartphone with advertisement for a pink IrisGo® drinking cup with black lid and the question “Mom, can I get one of those viral cups? ”

Hand holding a smartphone with an online shop page that shows four jackets with prices in euros.

Visually, the campaign remains clean, reduced, and true to the product. The IRISgo® cups take center stage - without excessive stimuli, but with a clear stance. Headlines take the spotlight, humor creates the connection, and the product convinces in the second step through clarity and design.
What remains is a presence that does not rely solely on volume, but on timing, tonality, and confidence. A campaign that provokes with a wink without losing substance - and makes IRISgo® visible where conversations, trends, and hypes take place: in the reality of consumers.

Who the F**k is stanley?

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