Subject category:
Marketing
Published by:
Amity Research Centers
Length: 11 pages
Data source: Published sources
Topics:
Influencer marketing; Social media; Affiliate marketing; Starbucks; Target; Viral marketing of Stanley; Word-of-mouth marketing; Product redesign; Revamping strategy; Sustainable strategy; Innovation; Global container market; Single-use plastics; Recycling system
Tags:
UN Sustainable Development Goals (UN SDGs):
Goal 3: Good health and well-being;
Goal 7: Affordable and clean energy;
Goal 9: Industry, innovation and infrastructure;
Goal 11: Sustainable cities and communities;
Goal 12: Responsible consumption and production;
Goal 15: Life on land;
Goal 17: Partnerships for the goals
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Abstract
The 110-year-old brand Stanley was founded by William Stanley Jr who patented his steel vacuum bottles in 1913. The bottles transformed the way people enjoyed their beverages. Over the years, the Stanley brand came up with quality products designed in tune with the rapidly changing consumer preferences. In 2020, leadership changed at Stanley and Terence Reilly (Reilly) joined the company as the President. Upon taking charge, Reilly joined hands with 'The Buy Guide' and developed a new kind of influencer opportunity which turned around the destiny of the brand. Stanley was also able to create a robust social media buzz on TikTok lauding the benefits of Quencher which further fuelled the sales of the brand. However, Stanley faced stiff competition from various players like Nalgene, CamelBak, S'well and Hydro Flask in the market. Amidst this scenario, would Stanley be able to maintain its position in the fast-changing world using influencer marketing in the coming times?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2024.Geographical setting
Region:
World/global
Country:
United States
Featured company
Pacific Market International, LLC
Employees:
201-500
Type:
Privately held
Industry:
Retail/consumer goods
Featured protagonist
- Matt Navarro (male), Senior Vice President
Subject category:
Marketing
Published by:
Amity Research Centers
Length: 9 pages
Data source: Published sources
About
Abstract
The 110-year-old brand Stanley was founded by William Stanley Jr who patented his steel vacuum bottles in 1913. The bottles transformed the way people enjoyed their beverages. Over the years, the Stanley brand came up with quality products designed in tune with the rapidly changing consumer preferences. In 2020, leadership changed at Stanley and Terence Reilly (Reilly) joined the company as the President. Upon taking charge, Reilly joined hands with 'The Buy Guide' and developed a new kind of influencer opportunity which turned around the destiny of the brand. Stanley was also able to create a robust social media buzz on TikTok lauding the benefits of Quencher which further fuelled the sales of the brand. However, Stanley faced stiff competition from various players like Nalgene, CamelBak, S'well and Hydro Flask in the market. Amidst this scenario, would Stanley be able to maintain its position in the fast-changing world using influencer marketing in the coming times?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2024.Geographical setting
Region:
World/global
Country:
United States
Featured company
Pacific Market International, LLC
Employees:
201-500
Type:
Privately held
Industry:
Retail/consumer goods
Featured protagonist
- Matt Navarro (male), Senior Vice President
Related
Subject category:
Marketing
Published by:
Amity Research Centers
Length: 9 pages
Data source: Published sources