Quencher: The Big Cup That Took Over The World

When we first held a Stanley Quencher way back in February 2023 we didn’t yet know that in our hands was the hottest selling social status symbol of the year. Find out how we used our skill, contacts and the power of influencer marketing to create a phenomenon. 

Everyone is trying to unpick the phenomenon-we have been  interviewed in The Drum, marketing and PR agencies everywhere are dissecting the strategy, or even putting it in the context of economic theory like this great piece with  Phil Edwards. But here are our insiders insights from actually working on the campaign. 

Outdoor Audience to Quencher Queens 

No social media queen or lifestyle influencer can be seen without her Quencher. The Quencher has become such an icon it has coined memes, imitators and you can even get accessories for your accessory. Our brief at Fusion began with the #MyStanleyMoment. 

The Stanley brand was founded more than 100 years ago. Focusing on vacuum sealing and made of stainless steel. Practical, reliable and functional the Stanley bottles had traditionally been marketed towards the outdoors and outdoor workers —  a handy product that maintains temperature but won't break. 

We were tasked to activate an outdoor audience but gently move it towards a more female lifestyle space. There was a focus on Stanley products weathering all of the hardships you face in a day and the ruggedness of the product. We took a group of journalists wild swimming in a London park, warmed them up by a campfire, fed them delicious camp food and of course gave them a range of Stanley bottles for their post-swim warm drink. It was highly successful, with journalists being introduced to the heritage of Stanley for the first time. 

But enter the Quencher and this flipped on its head. The function is there, as it always is with Stanley, but the interest is in the aesthetic and creating a desirable accessory. The Quencher strategy was completely different, it was about speaking to women who are looking for a statement lifestyle accessory to support their hydration. Something in a wide variety of colours that fits with their image of wellness and lifestyle.  

Emily Valentina is the account lead, “Things like the Stanley Quencher wave come across once in a blue moon. Having seen its viral status in the US I thought, 'why not run with this in the UK' - the key would be to activate journalists who had already heard of it and would get excited about it landing on UK shores.” 

“Since its grand entrance into the UK market in 2023, the Stanley's Quencher H2.0 Flowstate™ Tumbler has quickly ascended to the coveted status of an 'it girl' symbol. Its sleek design and the sheer magnetism has made it a style statement, adored and sought after by trendsetters and enthusiasts alike. Our work with Stanley began focusing on the heritage side of the brand, before very quickly pivoting to launching the Quencher into the UK, The Netherlands and Germany.”

But how did we make this leap and create a compelling narrative around the Stanley Quencher, emphasising its origin, design inspiration, and the lifestyle it represents?”

“A key component to our success was the use of storytelling, connecting emotionally with the audience and building brand loyalty. We told the story of how the Quencher became a mega viral phenomenon in the US, and why its arrival to European shores was a grand occasion. From here, we jumped on the PR wave and surfed smartly to make the Quencher an enduring trend. Unboxings and reviews, limited edition colourway releases and a strategic influencer strategy helped catapult a seemingly innocuous cup into a status symbol.” 

Building the hype and anticipation was critical. Those with their eye on the pulse of US trends knew what was coming but the waiting part was essential to create a build-up of consumer desire.

“The first piece of coverage I secured was with Women's Health,” continues Emily, “ announcing the waiting list would be opening. Within two weeks, the list had grown to 5,000 sign-ups. That's when I knew, wow, this is going to be big. I rallied a strong list of journalists across UK nationals and lifestyle titles and started introducing them to the Quencher. Opening these conversations up early before the launch allowed me to develop a relationship with them and by launch day, we achieved blanket coverage in the nationals. The initial Quencher drop sold out in just 24-hours!” 

Influencer marketing is a growth area but it needs to be done right, many brands think any big-name can sell anything but it is not that simple. The skill with Quencher was in selecting the right people at different levels from micro to macro who would be authentic and engaged with the Stanley brand. For this we worked with influencers who were mainstream but with a health, well-being and lifestyle focus. “The real success of the Quencher comes from leveraging the power of 'women selling to women'”, explains Emily, “the Quencher by nature appeals to a female audience and we wholeheartedly leaned into this.”

Stanley - Beyond the Quencher 

With the growth of the Quencher our remit has grown and Fusion now covers the PR and marketing for UK, Germany and the Netherlands. While the Quencher is basking in the limelight the Stanley heritage should not be forgotten; the functionality and sustainability by replacing single use drinkware is still very much at the heart of the brand. But, where the Quencher leads new Stanley fans follow. 

The craziness of the Quencher love means other products for coffee drinkers, hikers and outdoor enthusiasts are reaching a new audience. Terence Reilly, Stanley’s global president, put out a similar message “We’ve been here for over a century. So, the Quencher trend is certainly exciting, but we’re more than just the Quencher. We have a variety of categories that will fuel Stanley’s growth for years to come. I’m really excited about the present, of course, but the future's so bright.”

Discover more of our influencer marketing campaigns and our work at Fusion.