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Once the holiday season ended, one of the most popular ticket items in stores during the season was the Stanley Tumbler. The popularity of this hydrator continues unabated, becoming a viral sensation, disappearing from department store shelves in the first week of the new year, and reaching generations young and old as a must-have product.
NBC reports that the 100-year-old thermos’ rebranded marketing phenomenon began in 2017, thanks to a group of moms from the website Buy Guide and a new presence of social media influencers on TikTok and other Z It was reported that the program is attracting generations of people. .
The women of Buy Guide inspired the old tumbler company to shift away from its male-dominated camping and construction demographic to women. Stanley’s management took their advice and recreated the product, adding pastel colors and deco art designs. Marketing then encouraged consumers to continually post their products on social media, resulting in mainstream success and significant financial returns.
Social media presence has been a huge factor in the rebrand’s popularity, with NBC noting that it is “unparalleled.”
In 2019, the company launched an interactive marketing campaign for consumers to identify and post online 40 iconic Hollywood movies and TV shows in which Stanley products have appeared over the past 40 years.
Additionally, coincidentally, a woman shared a TikTok video of herself holding a cold drink with the Stanley cup still intact after her car burst into flames, and it went viral. NBC reports that the video prompted the company to buy the woman a new car, which in turn sparked more interest in the product’s hot, forever-cold drinks.
Stanley’s revenue soared from $73 million in 2019 to $750 million in 2023, NBC reported.
A new year has begun, but the marketing rebrand is still going strong. Target has been flying off the shelves in recent days with new colors and designs, and Starbucks’ Valentine Stanley edition is causing a similar sell-out boom.
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