#004-How a 110-Year-Old Brand Ignited a Social Media Frenzy (and How You Can Too)

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In this 3rd issue, we will explore how Stanley Brand used Community Engagement and Influencer Marketing to reinvent a 110-year-old brand and increase profit exponentially.

Picture this for a second

People are in a store scrambling to get their hands on a specific item. It’s a mad rush with people’s mothers, aunties and sisters falling over each other, without shame to grab their piece of… No, it’s not a designer handbag, neither is it a a limited-edition sneaker or the latest iPhone for that matter. It is a cup! … a Stanley Quencher bottle.

Sounds crazy, right? Well, that's the reality we're living in.

For years, Stanley was known for its rugged drinkware, a staple on construction sites and backpacks of outdoor enthusiasts.

But then, something unexpected happened. In 2017, a social media account called "The Buy Guide," targeting a whole new demographic (women aged 35-44), discovered and championed the Stanley Quencher. This seemingly simple act sparked a revolution. Stanley’s revenue surged from $74 million in 2019 to $750 million in 2023.

A whopping 913.5% in 4 years!!!

So, how did a dusty old brand like Stanley become the new "it" accessory? Here's the recipe:

Leveraging Unexpected Influencers:

In 2017, The Buy Guide, an account run by 3 everyday women, featured the Stanley Quencher in their Instagram posts, praising its design and functionality . This grassroots promotion introduced the Quencher to a new audience, expanding its appeal beyond the brand’s traditional demography of workmen and outdoor enthusiasts.

The Buy Guide wasn't your typical influencer. They weren't celebrities or fitness gurus, but everyday women who genuinely loved the product. Their endorsements felt like personal recommendations from friends, and this authenticity created a powerful word-of-mouth effect, encouraging more women to try and share the product with their own networks.

Building a Community: Beyond a Cup, Creating a Movement

Stanley didn't merely sell a cup; they sold a sense of belonging and community. The brand tapped into the power of social media to foster an emotional connection with consumers, transforming the Stanley Quencher into a coveted symbol of a shared lifestyle. Social media buzzwords like "FOMO" (fear of missing out) played a critical role in fueling the desire to join the exclusive club of "cool girls with Stanley cups." This strategic positioning went beyond the functional aspect of staying hydrated; it cultivated a collective identity and a sense of being part of something bigger.

Stanley's marketing genius lay in creating a sense of urgency and exclusivity. Limited-edition drops and new colour releases generated excitement and anticipation among consumers. Social media platforms were flooded with posts from influencers and everyday users showcasing their Stanley cups, creating a powerful social proof. This not only amplified the product's desirability but also reinforced the idea that owning a Stanley Quencher was a status symbol.

Product Innovation and Design

Stanley's introduction of the Quencher Tumbler wasn't just a new product rather it was a significant evolution in product design and consumer appeal. it was a masterclass in design evolution and audience appeal. Gone were the days of a singular utilitarian cup. By offering the tumbler in a spectrum of colours and designs, Stanley catered to diverse aesthetic preferences and kept the product continuously fresh and desirable.

The launch of the Quencher H2.0 Flowstate, with its advanced features like a 90% recycled stainless steel composition, ergonomic handle, and enhanced FlowState? lid, exemplified Stanley’s commitment to innovation. These improvements not only enhanced the tumbler’s functionality—keeping drinks cold for up to 11 hours and iced for two days—but also reinforced its position as a premium, eco-friendly choice for consumers.

Limited Editions: The Art of FOMO-Fueled Exclusivity

Stanley's strategic use of limited-edition releases and product drops deserves its own applause. Borrowing a tactic from streetwear and sneaker culture, they transformed the act of buying a Quencher into a coveted event. New, limited-edition colorways and patterns were released periodically, creating the "fear of missing out" (FOMO) among consumers. This urgency drove them to act fast and secure the latest releases before they vanished. The excitement surrounding these drops wasn't just about individual purchases; it fostered a vibrant community of Stanley enthusiasts united by anticipation and shared passion.

Adaptability and Strategic Leadership

The arrival of Terence Reilly, former CMO of Crocs, marked a turning point for Stanley. Renowned for revitalizing Crocs through broader audience appeal and innovative marketing, Reilly brought a fresh perspective to Stanley. His leadership was key in shifting the brand's focus, allowing them to capitalize on new markets and expand beyond their traditional base of workmen and outdoor enthusiasts.

Under Reilly, Stanley showcased impressive marketing agility. They readily adjusted their strategies based on consumer feedback and emerging trends. A prime example is the Quencher tumbler. Recognizing its potential through influencer demand, Stanley prioritized it, demonstrating a proactive approach. This swift adaptation not only addressed current consumer desires but also positioned Stanley competitively. They constantly monitored social media conversations and engaged with their community, ensuring their marketing remained relevant and resonated with their growing customer base.

Key Action Steps: A Playbook for Marketers

Stanley's dramatic rise to drinkware dominance offers a wealth of lessons for marketers. Let's break down their winning strategies into actionable steps you can implement today:

1. Partnering with the Right Influencers:

• Find Brand Champions: Seek out influencers who genuinely love your product and resonate with your target audience. Their values should align with your brand's message.
• Authenticity is Key: Encourage them to share real experiences, building trust and credibility with their followers. Skip the scripted endorsements.

2. Building Your Community:

• Spark Engagement: Create opportunities for customers to interact with your brand through events, social media conversations, and user-generated content.
• Customer Stories Matter: Showcase the impact of your product by sharing testimonials and real-life stories. This fosters emotional connection.

3. Adapting to the Market:

• Stay Socially Aware: Monitor social media trends to understand what excites your audience. Respond accordingly and capitalize on emerging conversations.
• Be Flexible: Don't be afraid to pivot your marketing strategies based on customer feedback and trending topics. This ensures relevance and keeps you competitive.

4. Innovation is Key:

• Keep it Fresh: Continuously innovate by adding features, designs, and colors to your product line. This caters to evolving preferences and maintains interest.
• Limited Editions Drive Excitement: Create limited-edition releases to generate a sense of urgency and FOMO (fear of missing out), boosting immediate demand.

5. The Power of Scarcity:

• Limited Stock Creates Buzz: Utilize limited stock releases and exclusive drops to drive immediate purchases fueled by FOMO.
• Exclusivity is Desirable: Highlight the limited nature of your product to increase its desirability and status appeal.

6. Branding Beyond the Product:

• Craft a Compelling Story: Develop a brand narrative that resonates emotionally with your audience and aligns with their lifestyle aspirations.
• Embrace Wellness Trends: Position your product within the context of broader trends, like health and wellness, to increase its relevance and appeal.

7. Harness the Power of Social Media:

• Encourage User-Generated Content: Motivate customers to share their experiences with your product, leveraging the power of organic word-of-mouth marketing.
• Embrace Viral Moments: Be prepared to engage authentically and positively with viral content featuring your product to maximize exposure.

8. Responsive and Proactive Marketing:

• Customer-Centric Approach: Always prioritize the consumer. Their needs and preferences should guide your marketing efforts.
• Be the Early Bird: Act swiftly on new trends and opportunities to capitalize on them before competitors do. Demonstrating agility and responsiveness is key.

9. Building Strong Affiliate Partnerships:

• Expand Your Reach: Develop affiliate marketing programs to connect with new audiences through trusted sources.
• Incentivize Promotions: Offer attractive commissions to incentivize affiliates to promote your products with enthusiasm.

Beyond the Bottle: Lessons in Brand Stewardship

Stanley's story goes beyond clever marketing tactics. It's a reminder that brands aren't just owned by companies, they're co-created with their audience. When you invite customers to participate in shaping your brand narrative, they become your most powerful advocates.

The Stanley Quencher started as a utilitarian product, but it evolved into a symbol of something more. It's a reflection of our desire to connect, belong, and express ourselves. By understanding this deeper human need, Stanley not only reinvented itself but also created a cultural phenomenon.

Stay tuned for our next issue, where we'll dive deeper into another powerful marketing technique!

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Cheers,

The Distillery Team