We’ve all heard of the Stanley Cup.

You’ve probably seen influencers click clacking their finger nails on its sides and talking about how it’s the best purchase they’ve ever made. You’ve probably heard its always sold out in stores…

What you might not know is...

The brand is 110 years old and their stainless steel cups have been a trusted staple for blue collar workers and outdoorsmen, their primary demographic.

So how did this brand expand beyond it’s rugged and outdoorsy roots into a colorful lifestyle product that appeals to a broader audience?

Enter “The Buy Guide”.

A female founded shopping blog and Instagram page took note of Stanley’s now most popular product- the Quencher. There wasn’t much commotion when the product launched back in 2016 and it was actually almost discontinued, but a Stanley team member picked up that the women of The Buy Guide were huge fans.

Stanley partnered with The Buy Guide. And Stanley was blown away at how quickly they were able to sell through the cups - selling the first 5,000 in about 4 days and the second 5,000 in an hour.

The Buy Guide showed them a unique opportunity - instead of marketing it as a product to use for camping and tailgating, they needed to market it as an every day item. All they had to do was make it look good, match outfits, and look good in people’s homes.

Successfully reaching new customers outside of their typical demographic - through affiliate and influencer marketing - the virality of the Quencher can be attributed to Stanley’s awareness of new opportunities and willingness to shift their focus.