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The Stanley company, founded more than 110 years ago, has been undergoing a facelift for two years. The year 2023 was marked by aggressive marketing, supported by a video posted on TikTok in November. A woman found her car burned with only one item left intact: her quencher. As she shakes her bottle, we hear the clink of ice cubes. The video went around the world with 94 million views.
A godsend for Terence Reilly (President of Stanley), who offered the victim bottled water and a car. A huge (and free) advertisement for the brand whose slogan is none other than “Build for Life”, which guarantees their product to last forever. Enough to allow the brand to surf on the marketing of the indestructible, already embodied by the Nokia 3310 or the G-Shock watches. There is also a marketing strategy called “Crocs-issification” from the online medium Highsnobiety.
Anything but a coincidence. Terence Reilly, at the helm of Stanley since 2020, is a defector from Crocs, the brand that popularized the eye-catching resin mules.
-> Read: How “humanity’s worst invention” now weighs billions of dollars
The former marketing director of Crocs applies the same recipes: increased presence on social networks, collaboration with Starbucks, drops of different colored bottles to customers lining up in front of stores to be the first to be served.
Result of the races: Young people identify with quenchers and collect them like sneakers. With more than 10 million models sold, Stanley forecasts sales of $750 million in 2023.
Norm, the Belgian sneaker brand that wants to compete with the famous Parisian Veja
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