【品牌故事】Stanley 將110年歷史水壺業務變成7.5億美元企業 Stanley turned a 110-year-old water bottle business into a $750 million enterprise
Stanley通過與The Buy Guide等商業博客合作，有效地將Quencher推向市場，並通過發布限量版，進一步激發市場熱情。同時，Stanley還與知名品牌和名人合作，如星巴克和鄉村音樂明星Lainey Wilson的聯名款。
Stanley, a company with over a century of history, has achieved astonishing performance in just a few years. This case study exemplifies the transformation from a traditional drinkware manufacturer to a globally renowned brand. For 110 years, the Stanley brand has consistently grown. This Seattle-based drinkware manufacturer, famous for its thermoses and water bottles, has been a favorite among outdoor enthusiasts and blue-collar workers, with a steady annual sales figure of $70 million.
Until 2020, the emergence of the Quencher, initially not drawing much attention, gradually became a star product in the market. The Quencher, with its variety of colors and exquisite textures, catered to the needs of female consumers, becoming a favorite among nurses, teachers, and many celebrities, and achieving tremendous success on social media.
- Change in market positioning, entering the female market
The success of the Quencher stems from Stanley's rethinking of its market positioning. Previously, Stanley mainly focused on the outdoor sports and labor market, but the launch of the Quencher marked the brand's successful entry into the female market.
- Improvement in product design, becoming a fashion accessory
The design of the Quencher considered portability and practicality, not only having a moderate capacity but also easily fitting into car cup holders. Its variety of colors and textures also made it a fashion accessory.
- Focus on marketing strategies, collaboration with brands
Stanley effectively marketed the Quencher by collaborating with commerce blogs like The Buy Guide and further stimulated market enthusiasm by releasing limited editions. Additionally, Stanley collaborated with well-known brands and celebrities, like a joint edition with Starbucks and country music star Lainey Wilson.
- Influenced by the social media craze
The Quencher's popularity on social media, especially on TikTok, significantly enhanced the recognition and popularity of the Stanley brand.
The success of the Quencher also had a positive impact on Stanley's other products. Consumer awareness and favorability of the Stanley brand significantly increased, boosting the sales of new products and reinvigorating market interest in traditional products. Through the Quencher, Stanley not only rewrote its own history but also opened a new chapter for the brand's future development. Even in the rapidly changing modern business environment, traditional companies can achieve transformation and growth through adaptation and innovation.