The Rise of Stanley Quencher: How Marketing to Women Helped Boost the Brand

Introduction

Stanley-branded drinkware, particularly the Quencher, has gained immense popularity among tweens and social media influencers. However, it took persistence from a woman named Ashlee LeSueur to convince Stanley executives to market their products to women.

The Quencher's Impact on Stanley's Revenue

The Quencher, a 40-ounce water bottle that has become a sensation among teenage girls and social media influencers, has significantly contributed to the growth of Stanley's profile and profits. According to a Wall Street Journal podcast episode, the company's revenue has increased by a thousand percent in the past three years. Terence Reilly, the president of Stanley, projects that the company will reach $750 million in annual revenue by 2023.

From Outdoorsy to Women-Oriented

For years, Stanley marketed itself as a brand for campers, construction workers, and primarily men. However, in 2016, the company introduced the Quencher cup, which initially didn't resonate with their typical male customers. It wasn't until 2017 when Ashlee LeSueur, co-founder of The Buy Guide, a shopping guide targeted towards women, discovered the Quencher at Bed, Bath & Beyond. She immediately recognized its potential and started promoting it on her website and through gift boxes sent to online influencers.

A Viral Sensation

One Instagram post featuring the Quencher from an influential social media user caught the attention of a Stanley employee named Lauren Solomon. This prompted her to reach out to The Buy Guide to learn more about their love for the cup. Solomon eventually helped the three women purchase 5,000 Quenchers wholesale, allowing them to resell the cups on their website and keep the profits. The Buy Guide sold out of Quenchers in just five days, signaling the cup's growing popularity.

Changing the Marketing Approach

Continuing their success, The Buy Guide urged Stanley to think bigger and make changes to their marketing strategy. They suggested expanding the cup's color options and focusing on selling directly to women. Initially, some Stanley executives struggled to envision a more female-leaning color palette for their products, considering their strong and reputable brand built over a century. However, with the company's partnership with The Buy Guide, a shift in mindset began to take place.

A New President and Enthusiasm

Around the same time, Terence Reilly joined Stanley as the new president and played a crucial role in redefining the company's target consumer. LeSueur mentioned that Reilly's enthusiasm was a game-changer, as he understood the potential of women selling to women and the viral sensation that could occur. He envisioned the Quencher as a fashion accessory akin to a woman's handbag, with women owning multiple cups to match their outfits.

Partnerships and Status Symbols

With the marketing shift, Stanley began partnering with social media creators and well-known brands like Starbucks and Target. They released special versions of the Quencher cup, which quickly sold out. The company's new approach to marketing worked, turning Stanley cups into major status symbols at schools and sparking a collector's mentality. These cups even became the subject of a Stanley cup heist in one instance.

Conclusion

The rise of Stanley Quencher is a testament to the power of marketing to women. Through the persistence of Ashlee LeSueur and the collaboration between The Buy Guide and Stanley, the Quencher has become a beloved and sought-after product among women, tweens, and social media influencers. This success story showcases the impact of understanding and catering to the needs and preferences of a specific target audience.

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By: esnodgrass@insider.com (Erin Snodgrass)
Title: The Rise of Stanley Quencher: How Marketing to Women Helped Boost the Brand
Sourced From: www.businessinsider.com/woman-behind-stanley-cups-rise-beg-executives-market-women-2024-1
Published Date: Wed, 24 Jan 2024 03:13:47 +0000