What small businesses can learn from Stanley tumblers

It’s always interesting to dissect popular trends to see how they got to where they are, and how others might be able to replicate – or at least learn from – their viral success. If you’ve seen the ubiquitous Stanley tumbler, you might think the company is somewhat of an overnight success. That’s far from the truth. Here’s the real backstory around the Stanley tumbler.  

The birth of a brand

In 1913, William Stanley Jr. created the all-steel vacuum bottle. This fusion of vacuum insulation and steel in an easy-to-carry vessel forever transformed how our beverages could be kept hot or cold. This incredible breakthrough was targeted to those working in rough terrains, outdoorsy types, and construction workers. From that time, the Stanley Bottle Company, now Stanley 1913, would continue refining and inventing based on consumer needs and wants.  

The Stanley Quencher and content marketing mastery

Let's fast forward to the 21st century, where the landscape has changed dramatically, and eco-friendly choices are top of mind. Stanley 1913 introduced the Stanley Quencher bottle in 2016. It took a few years for its popularity to grow. However, as of late 2023, this tumbler has become way more than just a product. It's become a lifestyle – and almost a status symbol, even among children.

And the secret ingredient? A genius partnership, to start, followed by smart content marketing strategies. In 2019, the company decided to stop restocking and marketing the Quencher bottle due to low sales, an e-commerce blogger came along and, as they say, the rest is history! 

This blogger, Ashlee LeSueur was offered a large number of tumblers to buy and resell. The outcome of that exchange? Five thousand Quenchers sold out in just days! This partnership began the Quencher phenomenon. Now, the Quencher has replaced the classic Stanley bottle as the company’s top-selling product, and Stanley has capitalized on social media big time, creating a flourishing community around the Quencher with trending hashtags of #stanleycup and #stanleytumbler. TikTok is at the top of the charts for Stanley Quencher enthusiasts. 

In addition, the company tapped into affiliate marketing and influencer marketing, making sure that their product was in the hands of the people who mattered to their audience. And lastly, user-generated content was huge - real users, real stories, and real endorsements flooding all social platforms.  

7 Lessons for small businesses

When studying Stanley's strategies, several key takeaways for small businesses bubble to the surface.  

1. Dare to be innovative 
   The Quencher story is a shining example of the power of innovation. Stanley's path from a simple drink bottle to the epitome of a hot/cold liquid containment vessel is a vivid testament to how value creation can thrust a business forward. It's about seeing the ordinary in extraordinary ways. 
    
2. Lean into diversification 
   Stanley's pivot from targeting and marketing to blue collar workers and outdoorsy audiences to new markets that included women and children is the perfect example of how exploring new markets and product expansion opens doors to seemingly effortless growth. It's a reminder to small businesses that growth means stepping out of your comfort zone and finding new opportunities.  
    
3. Tell your story 
   Also important is the art of leveraging legacy. Stanley's rich history isn't just a timeline of events; it's a storytelling goldmine for furthering the brand's appeal. If your business has a story, tell it. It's these narratives that resonate with customers and imprint a lasting brand image. 
    
4. Effective content marketing strategy 
   Content marketing is undeniably a game changer in fueling business growth. However, it goes beyond showcasing products; it's about constructing a story, building a community, and interacting with your audience on a deeper level. Social platforms aren't just for promotion; they're vehicles for connection. Yes, user-generated content and active social media engagement are tools for visibility, but they're also the foundational elements for a loyal customer base and a network of brand evangelists. 
    
5. Education is everything 
   It’s not about just selling a product or service but about educating your audience, too. What makes it different? How is it beneficial to them? Educating is one powerful tool in the marketing tool bag. Pair education with user-generated content, and it’s a winning combination. Again, real users are highlighting all the benefits.  
    
6. Quality is rewarded 
   The enduring popularity of quality is another timeless truth we can't forget. Stanley's never-wavering commitment to quality has been the linchpin of its success. Every business can stick to this principle—quality is forever. 
    
7. Stay current 
   Last but not least, timing and trendspotting mattered. It's not enough that the Quencher looked sleek and performed great —it also landed when eco-friendly choices and personal health were at the forefront of consumers' minds. Knowing what segment to serve and when to show up makes all the difference.

There’s no doubt, Stanley is a marketing success. When eight-year-old children are adding water tumblers to the top of their wish lists, you’ve really broken new ground. The “Stanley,” as it’s been coined by much of the world, continues to soar and thrive by partnering with other brands such as Starbucks and Target to launch limited-release designs and patterns. These limited runs create a sense of urgency that drives people to wait in lines to get their hands on the latest release. No doubt you’ve seen some video footage of these launch days; these viral videos are organically feeding the Stanley hype.

Stanley's brand story is a textbook lesson in ingenuity and smart marketing. To increase sales as Stanley did in a span of four years is nothing short of miraculous. Stanley’s story is a tale of innovation, adaptation, and commercial evolution that should inspire any entrepreneur looking for traction. Be bold, be innovative, and always, always listen to your customer.