In 2016, Stanley’s Quencher drinkware line made a grand entrance…to crickets. A 40-oz.tumbler wasn’t necessarily burning up the market, especially with brands like Yeti taking the category by storm with their own 20-oz. tumblers. By 2019, the Quencher line was facing extinction, with Stanley not getting behind the upstart with marketing or inventory. That all changed with new leadership from another upstart brand – Crocs. By listening to their employees, the new president found a niche for the Quencher line – social media.
Stanley drinkware From Brown Bag to Boss Status
Stanley was doing ok maintaining its lane as a mainstay product for the outdoorsman and blue collar worker for 110 years. Its trademark bottles and thermoses would do exactly as advertised – keep food and drinks hot or cold for hours on end. Their famous green-tone products generated $70 million in annual sales, making the brand a profitable and reliable money maker.
But, by 2019, their Quencher line was losing its stronghold in the drinkware market, and Stanley had to make a major change in how and to whom they turned to regain their footing in the drinkware market.
We all know social media is amazing at launching brands, and Stanley turned to key influencers too make a profound impact. By partnering with a blog called Buy Guide, they found a brand ambassador who loved the product and used it for gifts already for friends. More importantly, the blog was recommending the 40 oz. Tumblers to its readers – solid gold!
Stanley Changing the Demographics of Drinkware
By leveraging their influencer base, Stanley was able to break into a demographic that was untapped – women. The 40 oz Tumbler became a clear favorite amongst nurses, teacher and celebrities who would post on Instagram their favorite color creating a cultural fashion trend for the Quencher as a lifestyle accessory.
Add to the Quencher craze Country Music star collaborations, insane views for #StanleyTumbler, and you have a sales juggernaut that is projected to do $750 million.
Corporate requests for these in incentive and gift programs fueled even greater volume to the extent that Stanley has sold more than 10 million Quenchers, helping build out other offerings in their brand catalog.
Buying Stanley Quenchers in Multiples
Today, the Quencher brand serves as a symbol of success, inspiring buyers to embrace their personal style and share their unique expression with the world. Stanley’s astute attention to detail has led to a series of limited color releases that disappear off the shelves faster than lightning – further igniting the passion and enthusiasm of Quencher fans everywhere.
By seamlessly leveraging social media, Stanley has secured its position as a leading drinkware market player and left a lasting impression as a pioneer in its field. Let this serve as a reminder for your upcoming Brand Adventure – anything is possible with hard work and dedication.
