Stanley’s iconic green water bottles have been a staple for the brand for over a century, but in recent years, a new product has revolutionized the company’s success. The Stanley Quencher, a 40-ounce insulated cup, has taken the hydration world by storm, appealing to a demographic that the brand had not previously targeted: women.
The success of the Quencher has been so immense that Stanley’s annual sales are projected to surpass $750 million in 2023, a significant increase from the $70 million in annual sales the brand was experiencing just a few years ago.
The turning point for the Quencher came when Stanley brought on a new president, Terence Reilly, in 2020. Under his leadership, the brand embraced influencers and partnerships, leveraging the power of social media to promote the Quencher. The strategy paid off, with sales skyrocketing and the Quencher quickly replacing the iconic hammertone green bottle as the brand’s top-selling product.
The Quencher’s appeal goes beyond its functionality, with a wide variety of colors and finishes attracting a devoted following. The product has become a fashion accessory, with some fans building collections and using the cup to match their outfit, nail polish, or even their mood.
The Quencher has also become a social media darling, particularly on platforms like TikTok, where the #StanleyTumbler hashtag has garnered over 300 million views. Limited edition releases and collaborations with celebrities and major brands have only added to the Quencher’s popularity, with some products selling out within minutes and being resold for hundreds of dollars.
The success of the Quencher has not only propelled Stanley’s revenue to new heights but has also had a positive impact on the rest of the brand’s products. The embrace of color and eye-catching designs, inspired by the Quencher, has revitalized the entire lineup of Stanley offerings.
While the Quencher’s success has been attributed to its appeal to a new female audience, the product also pays homage to Stanley’s roots. Surprisingly, one of the most popular new colors is a throwback to the brand’s iconic hammertone green.
As the Quencher continues to thrive, Stanley has demonstrated how a century-old brand can successfully reinvent itself and capture the attention of a new generation of consumers.