How Stanley Went from Classic to Viral Sensation: Lessons for Handmade Sellers

How Stanley Went from Classic to Viral Sensation: Lessons for Handmade Sellers

You might recognize the Stanley brand from their iconic insulated bottles, beloved by outdoor enthusiasts for over a century. But recently, Stanley has gone from classic to viral sensation, thanks to some savvy marketing moves and a product that turned into a social media darling: the Stanley Quencher Tumbler. The brand’s transformation has been a masterclass in rebranding and connecting with a new audience, and there are some incredible takeaways for handmade sellers looking to shake things up in their own marketing strategies.

How Stanley Started: A Journey Through Time

Founded in 1913 by inventor William Stanley Jr., the Stanley brand has been synonymous with durability and quality, known for its rugged, reliable vacuum bottles that could withstand the toughest conditions. For decades, Stanley catered mainly to outdoor enthusiasts—think camping, fishing, and hunting. The brand was solid, steady, and perhaps a bit stuck in its ways. But, as times changed and new competitors entered the market, Stanley recognized the need to evolve.

The Shift: Going Viral with a Modern Twist

Fast forward to the 21st century, and Stanley found itself at a crossroads. It needed to appeal to a new generation—millennials and Gen Z, who are more influenced by lifestyle aesthetics, sustainability, and social media trends.

Enter the Stanley Quencher Tumbler—a sleek, large-capacity tumbler with a handle, a product that could easily fit into both the rugged outdoors and a trendy Instagram feed.

What really set Stanley apart was its ability to harness social media to its advantage. According to insights from their marketing strategy, Stanley leaned into influencer marketing, user-generated content, and viral challenges. The tumbler became a staple on TikTok, where users would show off their customized tumblers, share "aesthetic" videos of their hydration habits, and even create memes around the product. And suddenly, the century-old brand was cool again.

What Can Handmade Sellers Learn from Stanley?

So, what does this mean for you as a handmade seller? Stanley’s transformation offers some valuable lessons:

1. Know When to Pivot: Just like Stanley realized it needed to shift gears to stay relevant, handmade sellers should stay open to evolving trends and customer preferences. This doesn’t mean abandoning your roots but rather finding fresh ways to present your unique offerings.

   
   

2. Tap into Influencer Power: Stanley leveraged influencers and user-generated content to build credibility and authenticity. Consider reaching out to micro-influencers or even loyal customers to showcase your products in a genuine way. This can amplify your reach without a huge marketing budget.

   
   

3. Create Buzz with Limited Editions and Exclusives: Stanley also leaned into scarcity marketing with limited-edition color drops, causing a frenzy among their fans. Handmade sellers can adopt a similar approach with limited runs of special editions, seasonal collections, or exclusive

   collaborations. Make your customers feel like they're getting something rare and special.

   
   

4. Leverage User-Generated Content: People love to show off their new finds. Encourage your customers to share their experiences with your products on social media. You can incentivize this with giveaways or features on your brand’s page. Nothing beats the power of word-of-mouth.
   

5. Keep It Fun and Relatable: Stanley's social media presence is engaging, humorous, and, above all, relatable. For handmade sellers, connecting with your audience on a personal level—whether that’s through behind-the-scenes videos, crafting tutorials, or sharing funny stories—can help build a loyal community around your brand.
   

Why It’s Important to “Jive” Sometimes

The key takeaway from Stanley’s resurgence? Don’t be afraid to dance a little! Sometimes, to stand out, you need to try new things, be bold, and not take yourself too seriously. This doesn’t mean straying away from your brand values—it means giving them a fresh new beat to keep up with the times.

"Are you ready to shake things up and apply some of Stanley's viral strategies to your handmade business? Maybe it’s time to think outside the box and create your own buzzworthy moment."

Question for You: 

What’s one thing you could do differently today to make your handmade brand more memorable? Share your ideas in the comments below—I’d love to hear what you're planning.