Over the last five years, the drinkware company Stanley has taken the internet by storm. Before, it flew under the radar as a quality but niche brand catering to campers and other outdoor adventures. Now, the Stanley Quencher is a staple for girls and women from Generation Alpha all the way to Generation X.
How did this once-unknown brand create a mega-hit product the internet can’t stop talking about? Today, we’ll let you in on the secrets to Stanley’s success—keep reading to discover three essential takeaways from Stanley’s superb marketing strategy that you should apply to your brand!
What is Stanley?
Stanley is a food and beverage container brand that sells everything from insulated coffee mugs to lunch boxes and camping cookware. One of the brand’s primary values is sustainability, so many of its products are made from durable, recycled materials meant to withstand the test of time. It’s best known for its line of Stanley Quenchers, colloquially known as “Stanley cups.” The Stanley Quencher is a stainless steel tumbler that ranges in size from 14 ounces to 64 ounces and is available in myriad colors.
While Stanley had humble beginnings, a recent rebrand has launched the company and its best-selling Quencher line to success over the last several years. Before we dive in, here’s a quick recap of the brand’s origins and rise to popularity:
The History of Stanley
In 1913, American physicist William Stanley Jr. patented an all-steel vacuum flask. Then, in 1915, he established the Stanley company and began mass production of his patented bottle. From the very beginning, Stanley’s products were recognized for their durability, even being used by bomber pilots during World War II.
The company eventually expanded its product range to include camping gear like coolers, cook sets, folding utensils, and more. Hence, it was marketed predominantly to men who needed functional, sturdy food and beverage storage and cookware to use for hunting, fishing trips, or while doing outdoor labor.
In 2016, Stanley debuted its Quencher tumbler to little fanfare. Competing against similar products from hit drinkware brands like S’well and Hydro Flask, Stanley’s cups didn’t sell well. Thus, the brand stopped restocking and promoting the Quencher in 2019. However, after The Buy Guide—a woman-run blog dedicated to helping consumers find quality lifestyle products—recommended the Stanley Quencher on its site, sales for the cup skyrocketed.
Previously, Stanley’s target demographic had been outdoorsy adventurers—specifically men who enjoyed camping and hiking. The Buy Guide’s success with marketing the product to its followers proved that the Quencher also had value as an everyday item and introduced a new target audience to advertise to: women. This novel marketing strategy resulted in enormous financial gains for Stanley, enabling the company to raise its annual revenue from $73 million in 2019 to over $750 million in 2023.
Marketing Takeaways From Stanley
A lot can be learned from Stanley’s monumental growth over the last several years. Here are three critical lessons digital marketers and business owners can implement to mirror Stanley’s success:
- Attracting Buyers With Limited Edition Items
Limited edition items not only drive up sales but also increase buzz for your company and create opportunities for organic influencer marketing. The phrase “limited edition” instills the idea of exclusiveness, and no one wants to risk missing out on something special. That’s exactly why swathes of Stanley fans swarmed Target stores nationwide to snatch up one of the exclusive Valentine’s Day cups made in collaboration with Starbucks this February. These tumblers sold out overnight, proving how lucrative limited edition releases can be.
Stanley has made several other exclusive products, some in collaboration with celebrities like Olivia Rodrigo and Lainey Wilson, and others for special occasions like Mother’s Day and the 65th anniversary of the Barbie doll’s creation. These products always fly off the shelves and spark a ton of social media content, making them a fantastic venture for Stanley.
- Capitalizing on Consumer-Generated Content
On November 15, 2023, TikTok user Danielle Lettering posted a now-viral video showing how her Stanley Quencher survived a devastating car fire. In the video, Lettering displays the charred remains of her vehicle and pulls out her Stanley cup, which had been sitting in the car’s cup holder during the blaze, revealing that the Quencher’s insulation had prevented the ice inside from melting.
Viewers were in awe of the cup’s resilience and quickly called on the brand to help Lettering replace her car in exchange for the incredible free marketing. Stanley didn’t waste this golden opportunity, responding that they would indeed gift her a new vehicle and send some Stanley Quenchers along with it. This unexpected video perfectly showcased the cup’s quality, and the company’s quick reply won its favor with people all over the internet.
- Pivoting to Attract a New Target Audience
As previously established, Stanley’s initial consumer base was mostly male. Its products were popular among campers and outdoorsy types, but if it wanted to grow as a company, it had to find a way to expand outside of its niche. By collaborating with The Buy Guide, Stanley was able to do just that. Women proved to be a crucial demographic for the brand, especially when promoting limited edition items and encouraging the collectible culture that Stanley is now famous for. Many Stanley users have the Quencher in a variety of colors and designs, which is arguably one of the biggest factors contributing to the brand’s expansion.
To be successful in our ever-evolving online world, you need to be able to develop with consumers’ wants and needs. The Stanley brand’s adaptability and willingness to seek out new target demographics are undoubtedly the key to its exceptional prosperity. By taking a page from Stanley’s playbook, you’ll be one step closer to achieving your business goals and being the next breakout brand in your industry.
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Additional Sources:
5 Genius Marketing Strategies: How Stanley Mugs Took Over the Internet
Ecommerce Marketing Trends: Lessons From 'Stanley Cup' Success
How Stanley, the Thermos for Tough Guys, Became the TikTok Obsession of Millennial Women
How Stanley’s Marketing Strategy Went Viral
Starbucks' Pink Stanley Cups Won't Be Restocked After Causing Chaos at Target and Reselling for $200
The Stanley Tumbler: Lessons In Marketing Success
Woman's Stanley tumbler survived a car fire - Now the company is giving her free cups and a new ride
