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Stanley 1913, maker of the “Stanley cup” tumblers that caused a frenzy in 2024, has chosen social media agency Born Social as its new agency of record.
Specifically, the agency will work from the U.S. on global social production as well as some creative direction and community management as Stanley 1913 moves beyond chasing virality.
According to director of social and influencer Marissa McHugh, the brand has already achieved mainstream cultural recognition and is now looking to speak to different social niches.
“People see our brand,” McHugh said, “but our next step is making sure that they see themselves in our brand as well. So how can we, through social content and social engagement, bring them more into the fold across a variety of different social communities?”
Part of that strategy includes showcasing the brand as more than a hydration company by pushing its line of barware and storage. In doing so, there’s also hope the Quencher Woman trope fades to let in a male audience as well.
While McHugh said the weekslong pitch process was competitive among agencies, Born Social had the unique position of already calling Stanley 1913 a client in the EMEA market. McHugh had been impressed by Born Social’s European social voice for the brand. What stood out to her during the pitch process was how the agency viewed the task ahead less as a rebrand and more as a “homecoming” to the brand’s roots.
Paddy Smith, Born Social’s chief creative officer, told ADWEEK he felt a strong rapport with Stanley 1913’s team even before the contract was inked. He said the agency’s work in the U.S. will serve as the benchmark for other markets.
As a social-first outfit, Smith said his team views this account as an opportunity rather than a challenge to work with a brand that understands how to leverage social media.
“The long-term aspiration to build the brand, and to see social as a real way to do that—never an afterthought—that cannot be overstated as something that is very impressive to have. So few brands have that,” Smith said.
The agency’s current clients include heritage brands like Guinness and Ford also in the process of transformation.
Smith said the challenge ahead is finding a balance between Stanley 1913’s message while ensuring the content feels native to social platforms, staying lo-fi while being attuned to online trends. Expect to see Stanley 1913 show up in ways that reestablish its heritage in sports, fashion, and music spaces, McHugh said.
“Something that Born has been so great in building is this idea of multitudes,” McHugh said. “We all have them. We all are more than just one thing, and so I think that is the next chapter of our social success.”
Christopher Cicchiello is ADWEEK's agencies reporter. Previously, he was on the breaking news assignment desk at NBC News in Washington D.C., where he earned an Emmy nomination for his 2024 election coverage. His byline has appeared in NBC News, TODAY, Quincy News, The Times Union, and The Daily Orange.
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