Stanley 1913 is arguably best known for its TikTok-famous Stanley cup. Officially called the “Quencher,” the 40-ounce insulated, stainless steel water bottle has become a staple among millennial and Gen Z women, inspiring countless dupes and other kinds of trendy water bottles.
“Before that product, you just didn’t see people walking around with these huge hydration vessels and straws,” Kate Ridley, chief brand officer of PMI WW LLC Brands (Stanley 1913) told us in an interview for our podcast.
The Quencher has also cemented itself as part of online culture, with countless videos of women “packing them” or taking them on hot girl walks, while other videos have poked fun at their size.
Now the more than 100 year-old brand is moving into its next chapter. That includes launching new products, eyeing international growth and diversifying its audience. A big part of its strategy includes partnerships with creators and celebrities from different parts of the world.
To that end, the company has partnered with Lionel Messi, the Argentine soccer star who now captains Inter Miami, as well as European soccer leagues including Arsenal, Paris Saint-Germain and Juventus. It has also inked other high-profile partnerships with the likes of Post Malone, Olivia Rodrigo, Lainie Mulvey and Barbie.
The multi-year partnership with Messi, with whom Stanley 1913 created a special collection of water bottles and mugs, could give the brand an edge during the FIFA World Cup this summer: Messi brings a giant audience, including many sports and fitness fans.
“We know what an incredible appeal he has to so many young men,” Ridley said. “Going into the World Cup, we know that we’re going to have fantastic engagement with that product.”
The company has also launched a new product line called Vitalize, including backpacks, totes and a shaker, which has a compartment at the bottom to store protein powder or supplements.
“Being single-mindedly associated with mommy bloggers is a thing of the past for Stanley,” Ridley said. Her comment was in reference to the company working with a group of Utah moms, which kickstarted the success of the Quencher—and the brand’s creator strategy— just before the pandemic.
Those moms, who run the recommendation website The Buy Guide, were “the first group of influencers that made this light bulb go off that there are people who love our products and really want to spread the word for us,” she explained.
But as it expands, Stanley 1913 isn’t forgetting where it came from.
Launched in 1913, the brand’s products were originally intended to be a way for male workers to take their lunches to work, which was revolutionary at the time. In the 1950’s, its hammertone green products became associated with campers and hikers.
The new products in the Vitalize line are available in the traditionally feminine colors that the company of the 2020’s is best known for, in addition to traditionally masculine colors. Stanley 1913 is also still working with creators and influencers focused on health and well-being that took the brand’s popularity to new heights.
One thing that Ridley says has remained the same is the product quality. The brand’s founder William Stanley Jr. was an inventor who patented the all-steel vacuum bottle, allowing items to stay hot or cold. That’s also been a proof point for the company on social media.
A few years ago, a TikTok user named Bibiana Gonzales posted a video explaining how her car had just burned down but her Stanley cup survived and the ice inside of it remained frozen. The video quickly went viral.
In response, Stanley 1913’s then-president posted a response video “saying how sorry he was” and the company bought her a new car.
The larger lesson for brands is not to be “too precious,” Ridley said, when weighing whether to respond to something happening online.
“That’s what people want today,” she said. “They don’t want to hear necessarily what you think about your brand. They want to share what other people think about it.”
We’ll be watching to see how this strategy plays out for Stanley 1913 in its next chapter and whether the Vitalize products hit the same as the Stanley cup.
Tune into our full conversation with Ridley, embedded below, including who the brand wants to partner with next. Hint: “We’ve been sending a lot of product to Taylor Swift,” she told us. And check out the full episode of Scalable, which goes live on Thursday.
