How Stanley Turned A 110-Year-Old Water Bottle Into A $750 Million Business

Summary

Stanley, a 110-year-old company, became a viral sensation with its Quencher H2O Flow State tumbler. Initially struggling with sales, the brand found success in 2020 through a strategic partnership with The Buy Guide and clever use of social media, particularly TikTok. By launching new colors, collaborating with influencers, and embracing viral trends, Stanley transformed the Quencher into its best-selling product. The company's revenue soared from $70 million in 2019 to $750 million in 2023. Stanley’s ability to adapt while maintaining its legacy is a prime example of how a classic brand can thrive in the modern market.

Takeaways

• 😀 Stanley Quencher H2.O Flow State's rise in popularity transformed Stanley from a $70 million company in 2019 to a projected $750 million in 2023.
• 😀 The Quencher, launched in 2016, initially struggled, but saw a major boost after a 2020 pivot focusing on new colors and styles, attracting a new consumer group.
• 😀 In 2020, Terence Reilly was hired as Stanley's Global President, bringing experience from Crocs, and helped reposition the Quencher for a broader audience.
• 😀 The Quencher's popularity surged after a collaboration with The Buy Guide and an influencer push, culminating in viral moments and social media success.
• 😀 The Quencher’s redesign, new colors, and marketing strategy helped Stanley move from $94 million in 2020 to $194 million in 2021, marking significant growth.
• 😀 The 40 oz Quencher became Stanley's best-seller in 2021, surpassing their Classic Legendary Bottle, thanks to viral TikTok trends and influencer-driven marketing.
• 😀 Stanley strategically partnered with big retailers like Target, Dick’s Sporting Goods, and REI, with Quenchers regularly selling out due to high demand.
• 😀 TikTok played a crucial role in driving the Quencher’s success, with videos about the product going viral and fueling its popularity among younger audiences.
• 😀 The introduction of limited edition designs and collaborations with brands like Olay and Starbucks helped sustain consumer interest and demand.
• 😀 By 2023, over 10 million Quenchers had been sold, and the product’s success had reinvigorated Stanley's entire product line, cementing its place in popular culture.

Q & A

How did Stanley Quencher become one of the most popular water bottles in the world?

Stanley Quencher's popularity skyrocketed due to a series of strategic pivots starting in 2020. The introduction of new colors, materials, and finishes, along with viral social media campaigns and influencer collaborations, helped the brand reach new consumers and create a demand frenzy.

What is the history of Stanley as a company?

Stanley was founded in 1913 by William Stanley Jr., who patented the first vacuum-sealed water bottle made of steel. The company initially produced rugged, tough drinkware for men and has since expanded its product line over the years, including the iconic Quencher in 2016.

Why did Stanley's Quencher initially fail to sell well after its launch in 2016?

When the Quencher was first launched in 2016, it wasn't immediately popular due to its design and a lack of sufficient marketing. It was overshadowed by other popular drinkware brands like Hydro Flask, Yeti, and S'well.

How did 'The Buy Guide' contribute to the Quencher's success?

The Buy Guide, a website run by a group of mothers, recognized the Quencher's potential and promoted it on their platform. They sent one to *The Bachelor* alum Emily Maynard, which helped the product go viral. This led to increased demand and a turning point for Stanley.

What changes did Stanley make to the Quencher in 2020 that helped boost its sales?

In 2020, Stanley revamped the Quencher by introducing new pastel colors and collaborating with influencers. They also worked with 'The Buy Guide' for affiliate marketing, helping the product gain traction among a new demographic, especially working women.

How did social media, particularly TikTok, contribute to Stanley Quencher's success?

Social media, especially TikTok, played a significant role in the Quencher's viral success. The product gained traction through user-generated content, influencer marketing, and viral videos, leading to massive demand and brand awareness.

What strategies did Stanley implement in 2021 to grow its sales?

In 2021, Stanley introduced multiple new Quencher colors and sizes and engaged in collaborations with companies like Olay and Starbucks. The company also focused on viral marketing and social media to further increase visibility and drive sales.

How did Stanley's revenue change from 2019 to 2023?

Stanley’s revenue grew significantly from $70 million in 2019 to a projected $750 million in 2023, driven largely by the success of the Quencher and strategic marketing efforts.

What was the impact of Stanley’s collaborations with brands like Starbucks and Olay?

Stanley’s collaborations with brands like Starbucks and Olay helped create limited edition products that sold out quickly, generating buzz and further increasing demand for the Quencher. These collaborations contributed to the brand’s viral success.

What challenges did Stanley face in maintaining its viral success and how did it address them?

One challenge was the risk of overreliance on social media platforms like TikTok. To mitigate this, Stanley diversified its marketing channels and ensured communication across multiple platforms, safeguarding against potential changes in social media dynamics.