#3 Stanley: The 112 Year Overnight Success

Backstory

Stanley started in 1913 as a utility brand. The founder, William Stanley Jr., invented the all-steel vacuum bottle, the original thermos built to survive job sites and war zones. For a century, Stanley was a quiet staple. Tough. Dependable. Your grandpa probably owned one.

Then in 2020, everything changed.

Terence Reilly, the former Crocs CMO (yes, that Crocs), joined Stanley and noticed a weird phenomenon, certain insulated cups were popping off in niche mom groups on Facebook and Pinterest. And one in particular? The Stanley Quencher. 40 oz. Tumbler. Giant handle. Straw. Slightly ridiculous.

So they leaned in.

He cut all but one SKU and brought the Quencher back, launched color drops, partnered with influencers, and fueled an absolute frenzy. The result? Stanley went from $70M in annual revenue in 2019 to over $750M in 2023, becoming the most viral legacy brand in America and arguably one of the best physical product relaunches of the decade.

Road to the Money

How Stanley built a hydration empire.

1913 - Stanley is founded

William Stanley Jr. invents the first all-steel vacuum bottle.
Becomes standard issue gear for outdoorsmen, soldiers, and laborers.

1921 – Acquired by Landers, Frary & Clark

Consolidating production in Connecticut. Stanley continues to serve industrial and military markets through WWI and WWII.

2016 - Launches the Quencher

Stanley quietly launches the 40 oz Adventure Quencher. A handled tumbler with a reusable straw. It flops. The company stops restocking it just 3 years later.

2019 - $70M in revenue

Still a niche player mostly known for thermoses.
Buzzy DTC brands like Yeti and Hydro Flask dominate the insulated drinkware space. But then, something weird happens: a blog called The Buy Guide posts about the Quencher. Moms and nurses start raving about it. Stanley agrees to send them 5,000 units wholesale.

2020 - Terence Reilly joins as President

Former CMO of Crocs known for turning “uncool” products into fashion statements.
Identifies early traction for the 40oz Quencher tumbler among women and moms.

2021 - Quencher relaunch sells out in days

Stanley brings the Quencher back with updated colors and a better drop strategy.
Leverages micro-influencers, nurse TikTok, and UGC to build buzz.
Sells 10,000+ units in a single drop.

2022 - Revenue hits ~$400M

Quencher drives triple-digit growth.
Stanley becomes a top-selling item in Dick’s, REI, and Target.
Retail partners beg for more inventory.
Stanley starts limiting drops to increase FOMO.

2023 - Revenue surpasses $750M

Stanley sells over 10 million Quenchers.
Launches collabs with Starbucks, Lainey Wilson, and college bookstores.
One Quencher cup survives a house fire and goes viral.
Quencher now has a resale market.

2024 - Recall + Lead Controversy

Stanley recalls 2.6 million mugs due to faulty lids.
Later faces scrutiny for lead in the bottom insulation (sealed off, but still...).
Reilly and team lean in. Lifetime warranty. Full transparency.
Sales hold strong.

2025 - Still booming

Stanley continues dominating retail and plans deeper international expansion.
TikTok trends show no signs of slowing.
The drop strategy continues to work, new color drops with big stars like Post Malone still sell out in hours.

Tech Stack

Shopify Plus → eComm backbone
Handles all product drops, bundling, and backend logistics. Flexible enough to manage surges from viral drops.

Klaviyo → Email & SMS flows
Used to launch new colors, alert loyal customers, and create segmented drip campaigns based on past purchases.

Attentive → SMS marketing
Supports limited-time drops and urgency-based texts. High CTR channel for mobile-first buyers.

Okendo → Product reviews
Massive social proof driver. UGC and photos help fuel conversion, especially on Quencher pages.

Meta & TikTok Ads → Paid traffic
Used sparingly compared to most brands. Stanley’s main driver is still organic UGC.
But retargeting + prospecting likely layered in for DTC support.

Influencer + Ambassador Tools → Gembah / AspireIQ / custom
Stanley has an ambassador program across mom groups, nurses, students, and creators. Many are unpaid or compensated with early access to drops.

Top 3 Lessons from Stanley

1. You don't need to invent a new product.
You just need to make people want it. Stanley didn’t build something revolutionary, they repositioned a cup with great taste, smart scarcity, and a new audience.

2. Modern brands are built with the internet, not on it.
Stanley didn't run a big Super Bowl ad. They let TikTok and Facebook groups create the story. They amplified what was already working and poured fuel on it. The community came first.

3. Scarcity still works.
Limited color drops. Retail sellouts. Resale markets. Stanley turned an everyday cup into a collectible. That’s how you take a $40 product and make it feel priceless.

Besos,

Nick