They hired a new guy (from the Crocs company or some other company) to market this product to this specific target audience. Apparently, the Stanley cup was particularly convenient for in the car and a couple of 'female influencers' were selling it on their websites until Stanley discontinued the product, upon which the influencers campaigned to get it back, and then it blew up or something.

There was a video about it on one of those business youtube channels. Watched it weeks ago, so take my summary as is.