How Stanley Transformed Their Brand by Targeting Women!

Ever feel like you’re navigating uncharted waters with your business, uncertain if you’re heading in the right direction? You’re definitely not alone!

You launch your top product, but it doesn't sell. You put your "best people" on marketing, yet all you hear is silence in your bank account. Eventually, your marketing funds run out, and you start thinking about pivoting. Many successful entrepreneurs have faced that same plateau.

It’s rare for a product with a basic purpose to connect deeply with consumers and cultivate a fiercely loyal following. Even more surprising? That product comes from a brand over 100 years old.

Enter Stanley 1913’s Quencher—a game-changer that has defied the odds.

The meteoric rise of Stanley cup products seems almost like an overnight sensation. But this surge in popularity isn’t just luck; it’s a masterclass in brand positioning done right.

Historically, Stanley targeted a predominantly male audience, and while their products were popular, growth had plateaued—a familiar scenario for many entrepreneurs. You know that moment when, despite your best efforts, progress seems to stall?

To reignite growth, Stanley had to reposition itself to tap into new markets. Just two years ago, their website was filled with images of rugged outdoor adventures and a “manly” #stanleyness hashtag.

Fast forward to today, and the narrative has shifted dramatically. The new website showcases diverse imagery, prominently featuring women. It’s a simple yet effective rebranding strategy.

From Stanley’s success story, one key insight emerges: any brand that isn’t marketing to women aged 25 to 50 is missing a significant opportunity.

This demographic isn’t just influential—they’re the primary buyers in our economy. They make purchasing decisions for themselves, their families, and even their businesses.

Recognizing this, Stanley made a strategic pivot in their marketing approach, collaborating with numerous female influencers on platforms like TikTok and Instagram, all within that key age bracket.

Why did Stanley realize such exponential success with this demographic?

Not everyone can pay the higher price, especially when there are much cheaper insulating bottles available.

Stanley cups convey a sense of sophistication. Buyers are affluent enough to splurge on a fancy water bottle, yet the price isn't so high that it seems overly ostentatious.

Instead, it's a subtle way to showcase status, wrapped in the narrative of a wellness lifestyle focused on hydration. Ultimately, a water bottle is just a common item.

Thus, it suggests that its owner is a sensible, well-off individual—likely upper middle class but not part of the contentious one percent who are evading taxes. The Stanley Cup allows for women to display some sort of perceived status without appearing tacky.

Marketing is less about selling a product and more about promoting a certain identity for the people who purchase it.

The results? Absolutely staggering.

The Quencher’s success propelled Stanley’s annual revenue from $70 million to over $750 million in just four years—a remarkable 10x growth for a century-old brand that had once hit a standstill.

I’ve seen similar results in my own business. At Edelle Optics, nearly 70% of our clientele falls within that crucial demographic. They’ve become our brand ambassadors, spreading the word to friends, family, and beyond.

They have overindexed our brand within their circles (and we are honestly grateful). 

It’s not magic; it’s effective brand positioning.

So, how can you replicate this success? Here are three essential questions to consider:

• Who is my target audience?

Understanding exactly who you’re talking to is critical. Are you reaching the right people?

• What unique needs do they have that I can fulfill?

Just as Stanley catered to women feeling overlooked in the sports market, what gaps can you identify and fill in your industry?

• Am I communicating in a way that resonates with them?

If your messaging isn’t hitting the mark, it’s time to rethink your strategy. Speak their language, and watch them engage!

#BrandPositioning isn’t just a buzzword—it’s your business’s lifeline.

If you feel like your efforts are going in circles, take a moment to reassess your strategy.

The next time you see that iconic Stanley Cup, remember: it represents more than just a win; it symbolizes the immense power of understanding your audience.

Let’s celebrate smarter #brand positioning together!

What strategies have you found effective in connecting with your audience?

Share your insights below—we’re all in this journey together! 🍻

To your success!

Reagan Kawuma

Demystifying Business | Innovation | Branding #DBIB