
The Stanley Brand Marketing Strategy: Beyond Viral TikTok Videos
Stanley, the brand that has become famous thanks to its “aesthetic” thermoses and bottles, stars of viral videos on social networks, has been able to take advantage of the TikTok phenomenon in recent years to gain notoriety. One of the brand’s most recognizable moments was when the company’s former president, Terrence Reilly, responded to a viral video in which a user shared how her Stanley glass survived her car fire, offering to cover the cost of her new one. vehicle.
However, and as he commented Graham Nearn, Chief Brand Officer de Stanleyin a recent interview with AdAge, the brand has gone from focusing on these viral spikes to developing deeper and more lasting marketing strategies. “We have a huge opportunity to build beyond social media and tell more powerful brand stories with comprehensive marketing,” explained Nearn.
Stanley and its new products to connect with different lifestyles
Stanley has decided to expand its product line with innovations that not only seek to satisfy your existing communitybut also attract new consumers. A clear example is the Stanley Cross Bottle, a bottle designed for the urban lifestyle. «We realized that many of our users were looking for something they could carry on their back, rather than carry it with their hands, and this bottle answers that need.«Nearn shared. In addition, Stanley has launched products such as the Ice Flow 2.0, ideal for sports environments, demonstrating its intention to adapt to different audiences and contexts.
See this post on Instagram
The influence of collaborations on the brand narrative: Barbie and its 65th anniversary
While social media remains a key piece of Stanley’s strategy, Nearn highlighted the importance of creating deeper emotional connections through collaborations with celebrities, creators and brands. He exemplified this strategy with the recent collaboration with Barbie to celebrate its 65th anniversary. “It was an incredible emotional story, a confluence of two brands that allowed us to develop a consumer-focused narrative,” he noted. Furthermore, in collaboration with one of the international artists of the moment, Olivia Rodrigothe artist designed her own product for the brand; which helped Stanley connect with a young and authentic audience.
See this post on Instagram
Beyond networks: Stanley’s experiential and cultural marketing
Stanley has also explored new forms of marketing outside of networks, such as experiential marketing. In their collaboration with Barbie, they organized themed events in cities such as Los Angeles and London, where consumers could experience first-hand the fusion of both brands. Additionally, collaborations with fashion brands such as LoveShackFancy have allowed Stanley to enter the world of fashion.
«LoveShackFancy helped us understand how to truly connect with the world of style and fashion, a new terrain for us. Thanks to this collaboration, we were able to diversify the collection, offering not only the Stanley Quencher, but also the All Day Slim bottle. We managed to give visibility in Voguewhich, in my opinion, marked a cultural turning point for our brand, as we integrated into the most aspirational world of style and fashion on a global level,” explained Nearn.
@loveshackfancy Pinch us we’re dreaming!! ??? Check out this September issue of @Vogue to catch us in the paper! ????? #dreamsdocometrue #loveshackfancy #fashiontiktok #fashiontok #styleinspo #magazinecover ? IT Girl – ?
Nearn concluded the interview by underlining the importance of innovation and sustainability as fundamental axes for Stanley’s future. The brand strives to stay at the forefront of design and functionality, positioning itself not just as trendy, but as “a functional and thoughtful everyday piece.”
Discover more from CiptaVisual
Subscribe to get the latest posts sent to your email.