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Stanley
Research + Strategy
Ask
Stanley has been going viral for the Quencher Tumblers. As a brand that has existed for 100 years, how could our team solidify Stanley's success after the trend.
Problem
Due to the virality, casual consumers are negatively associating Stanley with wastefulness and excess.
Insight
People don't want to play an active role in overconsumption and treat water bottles like collectables.
Big Idea
"More than Just Cups" refocuses Stanley's main buyer personas and emphasizing the longevity of Stanley's other products such as cookware and apparel.
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