Stanley 1913 has experienced significant growth, particularly among influencers and consumers, resulting in a tenfold increase in revenue from 2019 to 2023. This surge has been attributed mainly to the popularity of its 40-ounce insulated straw cup. Kate Ridley joined Stanley 1913 as chief brand officer in January, during a time when the company’s growth was starting to stabilize. Since her arrival, Ridley has formed partnerships with celebrities such as Post Malone and Jennie Kim of K-Pop fame.
Alongside Graham Nearn, the chief product and sustainability officer at PMI WW Brands, LLC, Ridley has been addressing various challenges associated with the brand’s expanding fanbase. Their collaborative relationship aids in evaluating new partnerships and ensuring that decisions align with Stanley’s 112-year history.
Ridley emphasized the importance of integrating the brand’s legacy with contemporary relevance, which often involves persuading various stakeholders about resource allocation for sustainability initiatives and celebrity partnerships. The collaboration with Jennie Kim was noted as an example of strategic decision-making that resonates with younger consumers, illustrating the effectiveness of their teamwork in navigating internal conversations about cultural relevance.
- Why it matters: The partnership strategy may enhance Stanley’s brand visibility and appeal to a younger audience, potentially leading to sustained growth.
- The combination of sustainability efforts and celebrity endorsements can improve the brand’s market positioning in a competitive landscape.
- The latest: Ridley’s initiatives are underway, as seen in recent partnerships which aim to strengthen the brand’s cultural alignment with its target demographic.
Source: https://www.adweek.com/brand-marketing/brandweek-how-stanley-1913s-c-suite-duo-keeps-its-viral-momentum-going/
Source: https://www.adweek.com/brand-marketing/brandweek-how-stanley-1913s-c-suite-duo-keeps-its-viral-momentum-going/