Stanley Water Bottles are the new viral craze

Summary

The video discusses the resurgence of Stanley, a 110-year-old company, due to the viral success of its water bottles, particularly the 'Quencher Tumbler'. Launched in 2016, the product gained popularity through TikTok, amassing over 970 million views. Stanley's strategy focused on creating a desirable product that resonated with consumers, especially millennial women, emphasizing health and eco-friendliness. The company's rapid response to market trends and simple, effective marketing, such as giving products to the right influencers, contributed to its success. A viral video of a Stanley bottle surviving a car fire led to the CEO replacing the car, showcasing the brand's commitment to quality and customer satisfaction.

Takeaways

• 💡 Stanley's water bottles gained popularity due to their viral success on TikTok, with videos tagged with Stanley Tumbler amassing over 970 million views.
• 🎯 The company's revenue saw a significant jump from $73 million in 2020 to a projected $750 million in the following year, largely due to the product's popularity on social media.
• 🚀 Stanley's strategy involved quickly responding to market trends by introducing a variety of colors and designs that resonated with consumers, particularly millennials.
• 🔥 The product's design, featuring a handle and straw for ease of use, and trendy colors, made it appealing to a new customer base, shifting from its traditional market of working men.
• 🌐 The company capitalized on the zeitgeist, tapping into the desire for eco-friendliness and health consciousness by offering a reusable water bottle as an alternative to single-use plastic bottles.
• 📈 Stanley's success was not driven by traditional advertising but by creating a product that people wanted and letting social media do the marketing for them.
• 🔧 The company's approach to marketing was to give their product to the right influencers and partners, such as the Dallas Cowboys, who would use and promote it organically.
• 🚗 A viral video of a woman's car catching fire, with her Stanley Tumbler surviving the incident, led to the company's CEO offering to replace her car, showcasing the product's durability and the company's customer service.
• 💼 Marketing expert Camille Moor suggests that Stanley's success is rooted in their product's quality and design, which has allowed them to last over 100 years and remain relevant.
• 🌟 The key takeaway is that Stanley has innovated to stay relevant, not allowing their century-old thermos technology to become obsolete, but instead using it as a foundation to innovate for the modern market.

Q & A

What is the significance of the Stanley water bottle's viral success?

The Stanley water bottle's viral success is significant because it demonstrates the power of product design and marketing in creating a consumer craze. The company's ability to tap into current trends and consumer desires has led to a dramatic increase in revenue and brand recognition.

How did Stanley's marketing strategy differ from traditional approaches?

Stanley's marketing strategy focused on product design and social media engagement rather than traditional advertising. They leveraged the popularity of their product through user-generated content on platforms like TikTok, which helped the product go viral.

What role did TikTok play in the popularity of the Stanley water bottle?

TikTok played a crucial role in the Stanley water bottle's popularity by hosting videos tagged with Stanley Tumbler that amassed over 970 million views. This user-generated content helped the product become a viral sensation.

How did Stanley's product design contribute to its success?

Stanley's product design contributed to its success by creating a water bottle that was not only functional but also trendy. Features like a handle, straw, and millennial-friendly colors made it appealing to consumers, aligning with their desire for eco-friendly and stylish products.

What was the impact of the viral video where a Stanley Tumbler survived a car fire?

The viral video showcasing the durability of the Stanley Tumbler in a car fire incident had a positive impact on the brand's reputation. It demonstrated the product's quality and led to the company offering to replace the customer's car, which further enhanced Stanley's image.

How did Stanley's response to the car fire video contribute to its brand image?

Stanley's response to the car fire video by offering to replace the customer's car showcased their commitment to customer satisfaction and product quality. This gesture turned a potentially negative event into a positive brand story, strengthening their image as a caring and reliable company.

What marketing lessons can other brands learn from Stanley's success?

Other brands can learn from Stanley's success by focusing on creating high-quality products that resonate with consumer trends, leveraging social media for organic marketing, and responding swiftly and authentically to customer experiences that go viral.

How has Stanley managed to stay relevant over its 110-year history?

Stanley has managed to stay relevant by continuously innovating and adapting its product line to meet the changing needs and preferences of consumers. They've built on their core strengths while ensuring their products remain desirable in contemporary markets.

What was the initial reaction of Stanley to their unexpected viral success?

The initial reaction of Stanley to their viral success was likely a combination of surprise and gratitude. They were grateful for the unexpected marketing boost and recognized the value of their product's quality and design in contributing to the phenomenon.

How did the involvement of influencers and mom blogger groups contribute to Stanley's growth?

The involvement of influencers and mom blogger groups contributed to Stanley's growth by providing authentic endorsements and reviews that resonated with their target audience. These groups helped spread the word about the product's benefits and features, further fueling its popularity.

What is the key takeaway from the marketing expert Camille Moore's analysis of Stanley's success?

The key takeaway from Camille Moore's analysis is that Stanley's success lies in their focus on product quality and relevance. By innovating around their core product and staying true to their values, they've managed to create a product that meets consumer needs and has sustained their brand's longevity.

Outlines

00:00

💧 Stanley's Viral Water Bottle Phenomenon

The paragraph discusses the resurgence of Stanley, a company established in 1913, which initially targeted working men. The company's 40-ounce 'Quencher' Tumbler, launched in 2016, was not an immediate hit but gained popularity through viral TikTok videos, leading to a significant increase in revenue from $73 million in 2019 to a projected $750 million. The success is attributed to the product's design, which resonated with consumers, especially millennial women, who appreciated its practicality, style, and eco-friendliness. The company's strategy involved creating a desirable product and allowing the internet to generate content around it, rather than traditional marketing. The product's durability was highlighted when a video of a car fire that left a Stanley Tumbler intact went viral, and the company replaced the owner's car, showcasing their customer service and product quality.

05:03

🚀 Stanley's Marketing and Product Resilience

This paragraph focuses on the marketing strategy of Stanley, emphasizing the importance of having a great product that can withstand unexpected events, like the car fire incident mentioned. The company's approach to marketing is praised for its simplicity and effectiveness, with a focus on product quality rather than aggressive advertising. Stanley's longevity is attributed to its commitment to creating durable and valuable products. The brand's success is also linked to its ability to innovate and stay relevant, using its core product strengths to move into new decades. The interviewee, marketing expert Camille Moore, suggests that companies should focus on creating excellent products and being good brand evangelists, as Stanley has done, to achieve long-term success.

Keywords

💡Stanley

Stanley refers to the company Stanley Black & Decker, known for its Stanley brand, which has been around since 1913 and primarily targeted working men. In the context of the video, Stanley is highlighted for its resurgence in popularity due to its innovative water bottles, particularly the 'Stanley Tumbler'. The company's success is attributed to its ability to adapt to modern consumer preferences and leverage social media platforms for marketing.

💡Marketing

Marketing, in this video, is discussed as a strategic approach to promoting and selling products. It is not just about advertising but also about creating products that resonate with consumers' desires and needs. Stanley's success is attributed to its marketing strategy that focused on product design and social media engagement rather than traditional advertising methods.

💡Viral Success

Viral Success refers to the phenomenon where content, in this case, Stanley's products, spreads rapidly and widely on social media platforms, gaining massive visibility and popularity. The video mentions that Stanley Tumbler's viral success on TikTok, with videos tagged with 'Stanley Tumbler' amassing over 970 million views, played a significant role in the brand's recent boom.

💡TikTok

TikTok is a social media platform known for its short-form videos. In the video, it is highlighted as a key factor in Stanley's marketing strategy, where the brand's products became popular through user-generated content, leading to a significant increase in brand awareness and sales.

💡Zeitgeist

Zeitgeist refers to the defining spirit or mood of a particular period as shown by the ideas and beliefs of the time. The video uses this term to describe how Stanley's product design tapped into the current social and environmental consciousness, focusing on eco-friendliness and health, which resonated with the millennial demographic.

💡Product Design

Product Design in the video is discussed as a critical aspect of Stanley's success. It emphasizes how the company's water bottles were designed to meet the specific preferences of modern consumers, including features like a handle, a straw, and trendy colors, which made them more appealing and functional than traditional water bottles.

💡Millennial

Millennial refers to the demographic born between the early 1980s and the mid-1990s to early 2000s. In the context of the video, Stanley's marketing and product design strategies were tailored to appeal to this demographic, which is known for its focus on health, environmental consciousness, and social media engagement.

💡Eco-friendly

Eco-friendly is a term used to describe products or practices that are designed to minimize harm to the environment. The video highlights how Stanley's water bottles became popular partly due to their alignment with the eco-friendly trend, offering a reusable alternative to single-use plastic bottles.

💡Influencer Marketing

Influencer Marketing is a form of marketing where individuals with a large following on social media platforms are used to promote products. While the video does not explicitly mention influencer marketing, it implies that Stanley's strategy involved getting their products into the hands of people who could organically promote them on social media, similar to influencer marketing tactics.

💡Customer Engagement

Customer Engagement refers to the strategies used by companies to interact with and involve their customers. The video suggests that Stanley's success was partly due to their ability to engage with customers by creating products that customers wanted and by responding to customer-generated content, such as the viral video of a woman whose car caught fire but whose Stanley Tumbler remained intact.

Highlights

Stanley's water bottles gained popularity through effective marketing and product design, rather than traditional advertising.

The viral success of Stanley's water bottles on TikTok, with videos tagged with 'Stanley Tumbler' amassing over 970 million views.

Stanley's revenue projection jumped from $73 million in 2020 to over 750 million in the following year.

The company's strategy involved quickly introducing a variety of colors and designs to cater to consumer preferences.

Stanley's product design tapped into the zeitgeist, focusing on eco-friendliness and usability.

The company's success is attributed to creating a product that resonated with millennial women on social media.

Stanley's marketing approach was to provide their product to the right influencers organically, rather than through paid placements.

The company's response to a viral video of a customer's car catching fire, where the Stanley Tumbler survived, showcased their customer service and product quality.

Stanley's CEO's decision to replace the customer's car after the viral video demonstrated excellent crisis management and brand image reinforcement.

The importance of having a great product as the foundation of marketing, as emphasized by the interviewee, Camille Moor.

Stanley's strategy of innovating while staying true to their core product and values has helped them remain relevant over a century.

The company's focus on creating a durable and high-quality product that can withstand extreme conditions.

Stanley's approach to marketing as a means of product placement and creating a buzz around their product, rather than traditional advertising campaigns.

The interview highlights the power of social media in driving product popularity and the importance of aligning with current consumer trends.

The discussion on how Stanley's success is a testament to the effectiveness of word-of-mouth marketing and the power of satisfied customers.

Camille Moor's perspective on how Stanley's marketing strategy is a model for other brands to follow, focusing on product quality and customer engagement.

The interview concludes with insights on the importance of innovation and staying relevant in the market, drawing from Stanley's century-long success.

Transcripts

So what makes one water bottle different from ano

Well, if you ask the people at Stanley, it is all about

marketing and take a look at this. People pushing each

other over. This was for half priced uh TV, on Black

Friday. Uh these actually or excuse me, it was not for

a black half price T VA you can see in their hands

there. Those are those new Stanley water bottles that

are at target over the holidays. It's a $45 bottle but

everybody has them. What makes these things so special

So they aren't new. The company was founded back in

1913 but mostly targeted working men. It launched the

40 ounce quencher Tumblr in 2016. You see it on your

screen but it actually wasn't an overnight success. Th

company made $73 million in revenue in 20. However,

last year, Chris, it was projected to top 750 million

in revenue. Yeah, and a huge part of this fight is due

to the products, viral success on Tik Tok videos tagged

with Stanley Tumbler have racked up more than 970

million views. What made Stanle Cup viral. It was how

great they designed a product quickly came out with a

bunch of different colors quickly and allowed the

internet to capture and create content around their

product line that they continue to innovate and move

fast on. Truly a rapid response. That was Camille Moor

talking about the Stanley Cup success. She joins us now,

Camille is a marketing and strategy expert and the

president of the marketing agency. Third Eye Insights.

All right, Camille. So this company is 110 years old.

What is it doing Right to attract a new customer base.

You know, it's, it's such a great question because it's,

it's not marketing and branding in the way that we

think about it. It's marketing in the sense that it's

just, it's designing a product that we want, like it's

tapping into the zeitgeist, right We've moved into a

place where I think the segment is hilarious becaus

it's more economically ecofrien to have a usable

water bottle and a plastic water bottle. Um And they de

they developed this product in a way that made sense

what the consumer wants. It has a handle, it's got a

straw, it's easier to drink out of it's trendy

millennial colors. Um And it's what customers wanted

because it's better than a regular water bottle. So it

was what people wanted. Um And it's been all the craze

because they did marketing, right They created a great

product opposed to investing in an insane TV commercial

that they just made something great. Yeah, because

don't really see like Stanley TV, commercials marketi

it. I remember when I was in high school it was the Nal

Je water bottle. Everybody had one of those like you

drank it, it went all over your face. Uh But with the

Stanley, I mean, still the water bottle. It's not

revolutionary. Like what exactl it that makes it so

trendy. It's that they tapped into what women wanted on

social media right There, there's this narrative about

being healthy and consuming mor water and doing it in

a more ecological way. And it just tapped into the

zeitgeist of what millennial women wanted. And, and

that's really it like their marketing. I've, I've, I

tried to dig into it to find that tipping point mome

but it was just doing something that the custom

wanted. Like, na Gene didn't innovate, it didn't chan

to what we wanted today. And that's all that Stanley

Cup did. Is it just developed a product that people

wanted And it's gone crazy viral because of it. Like

even in analyzing the marketing and speaking with the

Stanley Cup marketing team, they've just invested in

handing the right product to the right person, you know,

and it wasn't even like a strategic high end marketing

influencer like strategy. It wa just giving it to the

Dallas Cowboys about behind the scenes, they could post

about it on Instagram like, not a paid placement, like

just using it in practice, like, it's just like really

simple things that actually make perfect sense that if

you own a business and you're, you're trying to figure

out where to place your investment in marketing, i

actually makes sense to invest in just like handing

your products to the right people. And they've been

very smart about, you know, who they, you know, connect

with who they partner up with. Uh I know, you know, mom

blogger groups, uh you know, helped propel them to some

success a couple of years ago as well. Uh Camille. So

back in November, a woman shared that her car caught on

fire. You probably remember this. Everything was

destroyed with the exception of her Stanley Tumblr

which still had ice in it. Video went viral. Company

saw the video and its CEO said they were going to

replace her car. It's incredible. Uh What can other

brands learn from how they handle that situation

Camille Well, ok, so on, on one hand, it's, it's owning

a moment, right Because for your product to be that

fantastic, uh and be so loved and withstand such a

catastrophic event just as a marketing gift, right Like

what it costs in Stanley Cup for that free marketing

opportunity to replace that woman's car is nothing. And

like what a great headline for Stanley Cups to get. But

I think what it comes down to to, to answer your

question is just understanding, a good marketing is

simple, like it's being rooted in having a great

product. And if your product can withstand a

catastrophic event that you couldn't plan for, those

are the opportunities that you look forward to in

having a great brand. And that's how they've lasted

over 100 years because their product is great. And

that's what's missing in market is we're so quick to

chase quarters, not decades. An when you look at a

business that's survived decades, it's because the

product is truly fantastic and is a great reminder as

to why we should probably consu less of it, but be a

better evangelist of the brand because you don't need

20 Stanley cups, you need one because it's gonna last

you your lifetime just, just really quickly because I

know we have to go. But when you talk to people at

Stanley, I mean, they have to be surprised that it's

been this successful. Oh my gosh. But II, I don't even

think they're surprise. I actually think they're

grateful is how I would define them because they're a

brand rooted in great value and good values. And that's

what's, what's actually hard to find is if you're a

company, if you're listening this and you, you know,

you have a great product, you've been investing in it

for whether it's decades, whether it's generatio

whether it's a few years and you really believe in it,

it's going to do well, if you put your money in the

right places. So I would say they're grateful, les

surprise because they're, they' still doing the right

things to do, be successful in the current marke

And that's what I would say. The key takeaways from my

video. Is that what Stanley Cups has done is innovated

to, to be relevant in this decade. They didn't allow

their thermos technology that they created over 100

years ago to be a reason that they could fizzle out and

die like they're continuing to innovate. But using

their core, their core product, their core framework,

the core reasons of why they got started in this in

order to kind of move them into the next decade and

stay relevant as a brand. It's incredible. It is just

incredible how it's how it's taken off marketing expert

Camille Moore. Thank you so much for joining us. Thanks

for having us guys. Have a great day. Hey, you know

what you're in Belize. So let's be honest. It's

probably the weather is a little nicer where you are.

We appreciate Neil.