Creating a Cultural Phenomenon

Our insights-driven approach started with Kaplow’s proprietary ONE Strategy Session, uncovering the white space that only Stanley could own. Both Stanley and Kaplow knew its products had relevance beyond the worksite and the campground and our insights drove a PR and influencer marketing strategy that expanded Stanley’s reach to its desired consumer base of millennial and Gen Z women. 

Kaplow introduced Stanley to women’s and consumer lifestyle media, positioning its products as stylish, on-trend essentials that drove intense demand and unprecedented word-of-mouth buzz. Our outreach ecosystem blended sales data on Quencher success with color launches to drive consistent interest and coverage in fashion and lifestyle media - verticals that had previously never covered the brand.

We also laid the foundation of Stanley’s resurgence by leveraging Global President Terence Reilly as an industry veteran, with an executive thought leadership strategy resulting in 1:1 interviews and feature stories with The New York Times, The Wall Street Journal, Inc., WWD and more. His insights connected Stanley to cultural trends, further shifting the perception of the brand and inspiring cult-favorite fandom.

As the digital hype was booming, we connected with consumers live, creating pop-ups and IRL activations across the country including Stanley’s Holiday Cafe in NYC, a Creator’s Cabin at the Sundance Film Festival and a pop-up in Venice Beach, California!  

Stanley isn’t just another outdoor gear brand – it's become a cultural phenomenon, most notably listed as one of Fast Company’s 12 objects that defined 2022 and one of Ad Age’s 2023 Hottest Brands.

By tapping into the cultural zeitgeist and inserting Stanley into trending conversations, we transformed Stanley into a household name.