{"id":13209,"date":"2024-11-01T20:00:00","date_gmt":"2024-11-02T00:00:00","guid":{"rendered":"https:\/\/progressions.prsa.org\/?p=13209"},"modified":"2024-10-28T13:55:51","modified_gmt":"2024-10-28T17:55:51","slug":"the-stanley-comeback-el-regreso-de-stanley","status":"publish","type":"post","link":"https:\/\/progressions.prsa.org\/index.php\/2024\/11\/01\/the-stanley-comeback-el-regreso-de-stanley\/","title":{"rendered":"The Stanley Comeback \/ El regreso de Stanley"},"content":{"rendered":"\n
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English version<\/em><\/strong><\/p>\n\n\n\n

Looking around you, chances are you see a Stanley cup. While Stanley tumblers are the new normal, they have not always been as popular as they are now. How did a 110-year-old company reintroduce itself to the world and make a comeback?<\/p>\n\n\n\n

The Early Years<\/strong><\/h2>\n\n\n\n

William Stanley<\/a> invented his steel vacuum-sealed bottle in 1913. Originally, the bottle was marketed toward outdoorsmen and blue-collar workers,<\/a> since Stanley was a male-focused brand at the time.<\/p>\n\n\n\n

In 2019, the company reported a revenue of $70 million. By 2023, the company had generated $750 million<\/a>. So, what changed for the brand in just four years?<\/p>\n\n\n\n

Birth of the Stanley Quencher<\/strong><\/h2>\n\n\n\n

Eight years ago, the Stanley Quencher made its way into the world. The Quencher was just the 1913 Stanley Classic Legendary<\/a> bottle flipped upside down. Initially, there were only five colors of the Stanley Quencher, and the company still struggled to keep pace with its competitors.<\/p>\n\n\n\n

Stanley Reintroduced<\/strong><\/h2>\n\n\n\n

In 2017, The Buy Guide<\/a> influenced the purchase of the Stanley Quencher, claiming<\/a> \u201cOf all the insulated cups \u2026 this is the one. Just trust.\u201d The cups were hard to find because they were not sold in various stores like they are today. In 2019, Stanley decided to stop stocking and promoting the Quencher because of poor performance until The Buy Guide swooped in.<\/p>\n\n\n\n

New Market Territory<\/strong><\/h2>\n\n\n\n

In May 2020, Terrence Reilly<\/a> was hired as Stanley\u2019s global president. The Buy Guide and Reilly decided to discuss the future of Stanley after The Buy Guide placed a wholesale order<\/a> of 10,000 cups and sold the first 5,000 in four days. The rest were sold in a second drop in an hour. The Buy Guide encouraged Reilly to tap into a new market.<\/p>\n\n\n\n

\u201cWe can show them what it would look like if women could market it to women. Stanley had been a company only producing occasional-use items. They were making items for people\u2019s camping trips or tailgating. We told them that this cup was a daily-use item. It was an everyday, all-day item. And that it needed to look good in people\u2019s homes and kitchens, with their outfits, and not just in the great outdoors,\u201d said The Buy Guide co-founder Ashlee LeSueur in a Retail Dive article<\/a>.<\/p>\n\n\n\n

LeSueur worked with Reilly to create new pastels colors of the Stanley Quencher during November 2020. It sold out within three weeks of its release. At the end of 2020, Stanley generated $94 million<\/a> in revenue, up $24 million<\/a> from the previous year.<\/p>\n\n\n\n

Quenching Demand<\/strong><\/h2>\n\n\n\n

Stanley started focusing on changing its marketing concepts. In 2021, the company released 10 new colors. Reilly began putting the cups in retail stores like Target, Dick\u2019s Sporting Goods and REI. By 2021, Stanley\u2019s revenue hit $194 million<\/a>, and the 40 oz. cream Quencher became the No. 1 seller<\/a>, finally replacing the 1913 Classic Legendary Bottle.<\/p>\n\n\n\n

Customers put in requests to upgrade the original Quencher and make changes. Stanley listened, and the Quencher H2.O<\/a> was released in 2022. The new cup included a spill proof design, a larger handle, new colors and new finishes. The revenue skyrocketed to $402 million<\/a> that year.<\/p>\n\n\n\n

In 2023, Stanley launched Stanley Creates,<\/a> where customers could customize their cup. Stanley also partnered with country music star Lainey Wilson<\/a> to design a Quencher. The collaboration cup sold out within 25 minutes. Stanley has also done collaborations with Starbucks, Love Shack Fancy<\/a> and now Barbie<\/a>.<\/p>\n\n\n\n

Since the Quencher launch in 2016, over\u00a010 million have been sold<\/a>. Stanley surpassed other competitors by capitalizing on influencer marketing and collaborations to reform its brand image from occasional outdoor use to an everyday essential. Next time you see a Stanley, just think how it was almost discontinued, but thanks to innovative marketing strategies that built a strong consumer base, Stanley is around to stay.<\/p>\n\n\n\n

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My name is Braden Barksdale, and I am from Fort Payne, Alabama. I am a senior majoring in public relations and minoring in communication studies and digital consumer engagement at The University of Alabama. I am an editor\/writer for Platform Magazine, an online, student-run publication at UA that is sponsored by The Plank Center for Leadership in Public Relations. I am also the Media Relations Director for Capstone Agency, Alabama’s student-run agency. I serve as the Vice President of Logistical Event Operations for Public Relations Council of Alabama.<\/em><\/p>\n<\/div><\/div>\n\n\n\n

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Versi\u00f3n en espa\u00f1ol<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n

Mirando a tu alrededor, es probable que veas un vaso Stanley. Si bien los vasos Stanley son la nueva normalidad, no siempre han sido tan populares como lo son ahora. \u00bfC\u00f3mo reintrodujo una empresa de 110 a\u00f1os su marca al mundo y logr\u00f3 un regreso?<\/p>\n\n\n\n

Los primeros a\u00f1os<\/strong><\/h2>\n\n\n\n

William Stanley invent\u00f3 su botella de acero sellada al vac\u00edo en 1913. Originalmente, la botella se comercializaba hacia los amantes de la naturaleza y trabajadores manuales, ya que Stanley era una marca enfocada en hombres en ese momento.  <\/p>\n\n\n\n

En 2019, la compa\u00f1\u00eda report\u00f3 ingresos de $70 millones de d\u00f3lares. Para 2023, la empresa hab\u00eda generado $750 millones de d\u00f3lares. Entonces, \u00bfqu\u00e9 cambi\u00f3 para la marca en solo cuatro a\u00f1os?<\/p>\n\n\n\n

Nacimiento del Stanley Quencher  <\/strong><\/h2>\n\n\n\n

Hace ocho a\u00f1os, el Stanley Quencher lleg\u00f3 al mundo. El Quencher era simplemente la cl\u00e1sica botella legendaria Stanley de 1913, pero invertida. Inicialmente, hab\u00eda solo cinco colores del Stanley Quencher, y la compa\u00f1\u00eda a\u00fan luchaba por mantenerse al ritmo de sus competidores.<\/p>\n\n\n\n

Stanley reintroducido  <\/strong><\/h2>\n\n\n\n

En 2017, The Buy Guide influy\u00f3 en la compra del Stanley Quencher, afirmando: \u201cDe todas las tazas aisladas… esta es la mejor. Solo conf\u00eda\u201d. Las tazas eran dif\u00edciles de encontrar porque no se vend\u00edan en varias tiendas como lo hacen hoy. En 2019, Stanley decidi\u00f3 dejar de abastecer y promocionar el Quencher debido a un rendimiento pobre hasta que The Buy Guide interviniera.<\/p>\n\n\n\n

Nuevo territorio de mercado<\/strong><\/h2>\n\n\n\n

En mayo de 2020, Terrence Reilly fue contratado como presidente global de Stanley. The Buy Guide y Reilly decidieron discutir el futuro de Stanley despu\u00e9s de que The Buy Guide realiz\u00f3 un pedido mayorista de 10.000 tazas y vendi\u00f3 las primeras 5.000 en cuatro d\u00edas. Las restantes se vendieron en un segundo lanzamiento en una hora. The Buy Guide anim\u00f3 a Reilly a explorar un nuevo mercado.<\/p>\n\n\n\n

\u201cPodemos mostrarles c\u00f3mo ser\u00eda si las mujeres pudieran comercializarlo para otras mujeres. Stanley hab\u00eda sido una empresa que solo produc\u00eda art\u00edculos de uso ocasional. Hac\u00edan productos para los viajes de campamento o tailgating. Les dijimos que esteera un art\u00edculo de uso diario. Era un art\u00edculo cotidiano, de todo el d\u00eda. Y que necesitaba verse bien en los hogares y cocinas de las personas, con sus atuendos, y no solo en la naturaleza\u201d, dijo Ashlee LeSueur, cofundadora de The Buy Guide, en un art\u00edculo de Retail Dive.<\/p>\n\n\n\n

LeSueur trabaj\u00f3 con Reilly para crear nuevos colores pastel del Stanley Quencher en noviembre de 2020. Se agotaron en tres semanas desde su lanzamiento. Al final de 2020, Stanley gener\u00f3 $94 millones de d\u00f3lares en ingresos, un aumento de $24 millones de d\u00f3lares respecto al a\u00f1o anterior.<\/p>\n\n\n\n

Satisfaciendo la demanda  <\/strong><\/h2>\n\n\n\n

Stanley comenz\u00f3 a centrarse en cambiar sus conceptos de marketing. En 2021, la compa\u00f1\u00eda lanz\u00f3 10 nuevos colores. Reilly comenz\u00f3 a colocar las tazas en tiendas minoristas como Target, Dick\u2019s Sporting Goods y REI. Para 2021, los ingresos de Stanley alcanzaron los $194 millones de d\u00f3lares, y el Quencher de 40 oz. crema se convirti\u00f3 en el vendedor n\u00famero uno, reemplazando finalmente a la cl\u00e1sica botella legendaria de 1913.<\/p>\n\n\n\n

Los clientes solicitaron mejoras para el Quencher original y hacer cambios. Stanley escuch\u00f3, y el Quencher H2.O fue lanzado en 2022. El nuevo vaso inclu\u00eda un dise\u00f1o a prueba de derrames, un asa m\u00e1s grande, nuevos colores y nuevos acabados. Los ingresos se dispararon a $402 millones de d\u00f3lares ese a\u00f1o.<\/p>\n\n\n\n

En 2023, Stanley lanz\u00f3 Stanley Creates, donde los clientes pod\u00edan personalizar su taza. Stanley tambi\u00e9n se asoci\u00f3 con la estrella de m\u00fasica country Lainey Wilson para dise\u00f1ar un Quencher. El vaso de colaboraci\u00f3n se agot\u00f3 en 25 minutos. Stanley tambi\u00e9n ha colaborado con Starbucks, Love Shack Fancy y ahora Barbie.<\/p>\n\n\n\n

Desde el lanzamiento del Quencher en 2016, se han vendido m\u00e1s de 10 millones. Stanley super\u00f3 a otros competidores al capitalizar el marketing de influencers y las colaboraciones para reformar su imagen de marca de un uso ocasional al uso diario. La pr\u00f3xima vez que veas un Stanley, piensa en c\u00f3mo casi fue descontinuado, pero gracias a estrategias de marketing innovadoras que construyeron una s\u00f3lida base de consumidores, Stanley est\u00e1 aqu\u00ed para quedarse.<\/p>\n\n\n\n

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Mi nombre es Braden Barksdale y soy de Fort Payne, Alabama. Soy estudiante de \u00faltimo a\u00f1o, especializado en relaciones p\u00fablicas y con un minor en estudios de comunicaci\u00f3n y compromiso del consumidor digital en la Universidad de Alabama. Soy editor\/escritor para Platform Magazine, una publicaci\u00f3n en l\u00ednea dirigida por estudiantes en UA, patrocinada por el Plank Center for Leadership in Public Relations. Tambi\u00e9n soy el Director de Relaciones con los Medios para Capstone Agency, la agencia dirigida por estudiantes de Alabama. Sirvo como Vicepresidente de Operaciones Log\u00edsticas de Eventos para el Consejo de Relaciones P\u00fablicas de Alabama.<\/p>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

English version Looking around you, chances are you see a Stanley cup. While Stanley tumblers are the new normal, they have not always been as popular as they are now. How did a 110-year-old company reintroduce itself to the world and make a comeback? The Early Years William Stanley invented his steel vacuum-sealed bottle in 1913. Originally, the bottle was marketed […]<\/p>\n","protected":false},"author":33,"featured_media":13210,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[3742,3412,3551],"tags":[2739,15,3802],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts\/13209"}],"collection":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/users\/33"}],"replies":[{"embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/comments?post=13209"}],"version-history":[{"count":1,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts\/13209\/revisions"}],"predecessor-version":[{"id":13213,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts\/13209\/revisions\/13213"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/media\/13210"}],"wp:attachment":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/media?parent=13209"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/categories?post=13209"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/tags?post=13209"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}