Stanley 1913: Brand Positioning Case Study

There was Tervis. Then there was YETI tumblers. And now we have a new king of cold drinkware — Stanley 1913.

But the story that started the Stanley tumbler cup craze that exists today wasn’t a complicated strategy.

It was some good old fashioned word of mouth.

That's why they're this week's brand breakdown. Let's get into it...

💼 The Brand: Stanley 1913

Invented by William Stanley on September 2, 1913 — the all-steel vacuum bottle revolutionized the way people enjoyed food and beverage. Since then, the STANLEY brand has been delivering superior food and beverage gear for rugged, active lifestyles.

💛 The Heart (Purpose and Values)

 Stanley remains dedicated to a simple promise: buy STANLEY products, get quality gear. The brand has an adventurous edge and has recently proven it can even withstand car fires unscathed.

👤 The Head (Positioning and Strategy)

Stanley has been a successful company for over 100 years. It’s positioned itself as a brand known for timelessness and trustworthiness.

It’s not just a thermos or a water bottle. It’s drinkware you can pass down to your grandkids. For decades they’ve been known for their thermos. But it wasn’t until 2017 that the brand start taking off with 25-50 year old females.

An Instagram page called The Buy Guide loved the 40oz quenchers so much they placed a bulk order and resold the cups themselves. It took some time, but eventually Stanley saw the potential for the cup and began marketing it themselves.

This meant overhauling their entire digital strategy to speak to the hearts and minds of females everywhere — a newer target audience for the brand.

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✋ The Hands (Tactics)

Here’s a few of the ways Stanley 1913 has been able to spread the heart behind their brand, capitalize on their emotional edge, and nail their positioning:

Embracing Social Media - Stanley has racked up millions and millions of views on social media from their passionate fan base. Recently, they went viral when the CEO responded to a customer whose car caught on fire leaving her cup untouched with ice still in it. Not only did he send her a new cup, he gave her a new car.

Limited Edition Mastery - By releasing carefully curated limited edition tumblers, Stanley 1913 has created a sense of exclusivity, catering to collectors and enthusiasts. Some editions like the Lainey Wilson release are now going for hundreds of dollars on the resale market.

Timeless Design Language - Instead of succumbing to the ephemeral trends, Stanley 1913 has embraced a design language that transcends eras, making its tools both contemporary and timeless.

⚡️ Find Your Emotional Edge Like Stanley 1913

Stanley 1913 stands tall, not just as a brand but as a custodian of a century-old legacy.

As you reflect on your brand's journey, consider how your history and traditions can be woven into the fabric of your identity.

In the grand tapestry of brands, some are not just made; they are crafted with intentionally lived out values.

This is what creates the “overnight” growth when serendipity takes place like it did for Stanley.

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