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How a 40-ounce cup transformed my MBA Career into a $750 million a year business



Last Updated on December 23, 2023 by Robert C. Hoopes

Stanley, a prominent drinkware manufacturer, has been experiencing tremendous growth in recent years, thanks to the increasing popularity of its innovative product, the Quencher water bottle. Although initially released in 2016, the Quencher did not make a significant impact in its initial years, with the brand’s iconic green bottle remaining its best-selling item.

However, in 2020, Stanley hired Terence Reilly as its new president, and with his vision and expertise, the potential of the Quencher was recognized. Reilly strategically partnered with influencers, such as The Buy Guide, to promote the product and expand its reach. Through these collaborations, the Quencher’s sales began to skyrocket, and Stanley’s annual revenue witnessed an incredible surge from $70 million to over $750 million in just four years.

One of the key factors contributing to the Quencher’s success is its broad appeal across various consumer segments. The water bottle became immensely popular among women, nurses, teachers, and even celebrities. Its larger size, diverse color options, and trendy design made it an instant hit on popular social media platforms like TikTok.

To sustain the momentum and create hype around the Quencher, Stanley adopted a smart strategy of limited-edition drops and collaborations with well-known celebrities and brands. These limited edition colors often sold out within mere minutes, leading to high demand and reselling at inflated prices on platforms like eBay.

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Interestingly, the Quencher’s soaring popularity has had a positive ripple effect on the rest of Stanley’s brand. The water bottle’s success has raised awareness and improved consumer perception of the brand as a whole. With over 10 million Quenchers sold to date and a continuously growing demand, Stanley’s entire product lineup has embraced the Quencher’s vibrant colors and appealing aesthetic, further solidifying the brand’s position in the market.

In conclusion, Stanley’s Quencher water bottle has emerged as a game-changer for the company, catapulting its growth and revenue to unprecedented heights. With its innovative design, strategic collaborations, and immense popularity on social media platforms, the Quencher shows no signs of slowing down. As consumers continue to flock towards this iconic water bottle, Stanley’s brand is set to flourish further and redefine the drinkware market.

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