Few stories are as inspiring as the recent booming success of Stanley’s Adventure Quencher Travel Tumbler. This 109-year-old brand, renowned for its camping gear and outdoor accessories, has not only revitalized its image but has become a phenomenon among millennials and Gen Z women, particularly mothers, and the influencers they trust.
A Rocky Start
The tumbler faced a challenging start, with sales plummeting just three years after its 2016 market debut. The initial setback led Stanley’s executives to make a pivotal decision—removing the tumbler from their website. The market appeared saturated, and the product wasn’t gaining traction.
The turning point came when The Buy Guide, an affiliate marketing blog and Instagram account run by two women, discovered that their beloved product was on the verge of discontinuation. These women, who experienced sell-outs every time they featured the Quencher, recognized an opportunity.
The Buy Guide took decisive action by emphasizing the collectible aspect of the tumblers. Each release featured limited edition colors, creating an illusion of exclusivity and sparking interest among consumers. This strategy, combined with the influencers showcasing their extensive tumbler collections, led to the creation of a thriving market for Stanley buy/sell/trade.
Shifting Their Target Audience
Stanley initially marketed its tumblers to its traditional audience—adventure and camping enthusiasts, predominantly men. However, The Buy Guide challenged this approach, arguing that the primary consumers were women. Specifically, teachers and nurses in need of a portable drink container and mothers on the go who considered the tumbler a vital everyday accessory rather than just camping gear.
In response to this valuable insight, Stanley underwent a comprehensive redesign of its website, marketing approach, and color palette. The goal was clear—reaching the target market of women who would truly appreciate the Quencher’s functionality and aesthetic appeal.
The Result: A Boom in Sales
The collaboration between Stanley and The Buy Guide proved to be a game-changer. By identifying and marketing to the right audience, sales of the tumbler skyrocketed. The once struggling product became a must-have accessory for countless women, with an enthusiastic community forming around the brand.
Stanley’s success serves as a case study in adaptability, strategic marketing, and understanding the evolving needs of consumers. By heeding the insights of influencers like The Buy Guide and reshaping their approach, Stanley transformed a failing product into a cultural phenomenon, proving that success often lies in recognizing and catering to the preferences of your target audience.
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