In 2016, the Stanley Quencher — a sleek, 40 oz tumbler — launched quietly with little attention. By 2019, it teetered on the edge of discontinuation. Yet, by 2023, it had catapulted Stanley’s annual sales from $70 million to an astonishing $750 million. This transformation was no accident. It was fuelled by strategic marketing shifts and the influence of social media.
A Forgotten Product Finds Its Voice
The Stanley Quencher was initially overlooked, as confirmed by Matt Navarro, Senior Vice President of Global Commerce at Stanley: “The tumbler wasn’t prioritized at the time.” However, an unexpected lifeline emerged when The Buy Guide, a popular online review platform with a loyal female following, championed the product.
Rumours of the Quencher’s discontinuation in 2019 mobilized The Buy Guide’s community, prompting demand for its return. Recognizing this momentum, Stanley reached out to The Buy Guide, offering a wholesale partnership. The result? A staggering 10,000 tumblers sold out in record time, with 5,000 flying off shelves in just four days and the rest gone in an hour.
Tapping Into a New Audience
This success revealed a previously untapped audience — women aged 24 to 45. Stanley quickly adapted, redesigning the Quencher with ergonomic handles, cupholder compatibility, and pastel colorways to appeal to this demographic. The tumbler was repositioned as a stylish, functional accessory, replacing traditional bottles as the brand’s bestseller.
The Influence of Social Media
Stanley leveraged influencer marketing to amplify its reach. Partnerships with personalities like actress and cooking influencer Laura Prepon built credibility and trust while boosting the brand’s visibility online. Influencers resonated with Stanley’s target demographic, making the Quencher a viral sensation.
Listening and Adapting: The Secret to Success
Stanley’s transformation wasn’t instant. Years of social listening, willingness to pivot, and collaboration with influencers turned the Quencher into a cultural icon. By engaging with its audience and adapting its strategies, Stanley proved the power of connecting with the right market.
Today, the Stanley Quencher isn’t just a tumbler. It’s a lifestyle statement, showcasing the brand’s ability to evolve and thrive in the age of social media.
