2024-01-12 10:51:00
The Stanley brand Quencher reusable water bottle is fast becoming one of the most popular products in the United States. Since last week, videos shake the web. A limited edition water bottle has caused chaos at the discount store chain Target. The prices of the items (44 dollars, a little more than 40 euros) have already quintupled on resale sites.
The Stanley company, founded more than 110 years ago, has been enjoying a facelift for two years. The year 2023 was marked by offensive marketing, helped by a video posted in November on TikTok. A woman found her car burned, with only one object remaining intact inside: her Quencher. When she shakes her bottle, we hear the sound of ice cubes clashing. The video, with 94 million views, went around the world.
A godsend for Terence Reilly (president of Stanley), who offered the victim water bottles… and a car. A huge (and free) advertisement for the brand whose slogan is none other than “build for life”, which guarantees eternity for their product. Enough to allow the brand to surf on the marketing of the indestructible already embodied by the Nokia 3310 or the G-Shock watches. Added to this is a marketing strategy called “Crocs-issification” by the online media Highsnobiety.
Anything but a coincidence. Terence Reilly, at the helm of Stanley since 2020, is a defector from Crocs, the brand that popularized the eye-catching resin mules.
-> Read: How “humanity’s worst invention” now weighs billions of dollars
The former marketing director of Crocs applies the same recipes: increased presence on social networks, collaboration with Starbucks, des drops bottles of different colors with customers lining up in front of stores to be the first served.
Result of the races: young people identify with and collect Quenchers as they do with sneakers. With more than 10 million models sold, Stanley forecasts sales of $750 million for the year 2023.
Norm, the Belgian sneaker brand that wants to compete with the famous Parisian Veja
1705064238
#Stanley #water #bottles #sow #chaos #brilliant #marketing #stunt
