Stanley Cult
When Stanley launched its Quenchers back in 2016, no one could have predicted the wild ride ahead. By 2019, they hit pause on marketing and restocking these popular tumblers. So, how did they manage to rack up a whopping $402 million in revenue by 2022? The answer is a masterclass in marketing magic! Dive in to discover the secrets behind this incredible success story!
Imagine a brand that's been around for over 100 years, trusted by outdoorsmen and adventurers with beards that could rival Santa Claus. Now, picture that same brand chilling on the Instagram feeds of the trendiest fashionistas. Buckle up, because Stanley's marketing magic is a wild ride that'll leave you thirstier for their story than a cactus in the Sahara.
In 2016, Stanley introduced the Quencher, a sleek tumbler that entered the market with little fanfare. By 2019, the company had stopped marketing and restocking it altogether. But then came 2020 and a twist no one saw coming. Enter Terence Reilly, the new President, and suddenly, the Quencher was all the rage. Sales went supernova, the internet buzzed louder than a hive of hyperactive bees, and suddenly, everyone craved a Quencher like it held the elixir of life (or at least a perfectly chilled latte). Here’s the secret sauce!
Firstly, the marketing team knew they needed to pivot. When the online lifestyle and shopping site, The Buy Guide gave Stanley Quenchers a shout-out, sales went through the roof. Recognizing the golden opportunity, Stanley partnered with the Buy Guide and changed their target audience from rugged outdoorsmen to stylish women. This move was a game-changer. The Quencher was no longer just for camping trips; it became a chic daily accessory, perfect for Instagram. they cleverly repositioned the Quencher as a lifestyle must-have for women. They redesigned it with an ergonomic handle, ensured it fit in car cup holders, and rolled out a variety of colours, including pastels. The Quencher didn’t just keep drinks cold; it became the perfect accessory to match outfits and decorate homes. By listening to their online customer base, Stanley created a product that women loved to flaunt.
This opened doors to affiliate marketing, letting influencers spread the Quencher gospel far and wide. This wasn’t just about product placements; it was about building a community, a legion of Quencher disciples. People weren't just buying a cup; they were joining a club! User-generated content (UGC) became king, with real people sharing their love for the Quencher, turning it into a coveted status symbol. People trusted stories from fellow users more than traditional ads.
One of the most incredible moments in Stanley's marketing journey was a viral video of a woman's car catching fire. Amidst the wreckage, her Quencher remained unscathed, ice still intact! Stanley, instead of milking the drama, offered to replace her car, proving they cared more about their customers than social media fame. That act of genuine kindness solidified the brand's place in people's hearts (and hands). Talk about a PR win! Minor detail, this video is believed to have gotten about 94.8 million views.
Stanley also adopted the "drops" tactic, much like sneaker releases (makes sense as their President Terrence Reilly was the CMO of Crocs!) This strategy created excitement and urgency, with limited editions fuelling an adrenaline rush among fans. The results speak for themselves: Stanley’s revenue jumped from $73 million in 2019 to $94 million in 2020. It more than doubled to $194 million in 2021. In 2022, Stanley released a redesigned Quencher model with a streamlined design and a new array of colours and finishes. Revenue doubled again that year to $402 million.
So, what does this teach businesses?
A business is not built just on sales. It's about building an engaging community. It’s important to listen to your audience: be it through social media buzz, influencer marketing, or good old-fashioned feedback. Be ready to pivot, change, and experiment—don’t get stuck in your ways. Leverage the power of community and UGC, earning loyal supporters by showing genuine care.
Stanley's rise to cult status through savvy marketing, community engagement, and relentless innovation is a testament to the power of understanding and adapting to your audience. Other brands have also soared thanks to social media buzz, but that’s a story for another day. So, raise your Quencher to Stanley, the brand that not only kept our drinks cold, but also our marketing taste buds tingling!
