The ReFresh: How Classic Brand Stanley Rebooted on TikTok

Mar 9, 2024

2:30pm – 3:30pm CT

How does a century-old brand stay relevant when social moves fast? Let’s talk about “how it started'' vs. “how it’s going.” Spoiler alert: TikTok and Creators are at the heart of Stanley’s classic brand, helping it evolve from a 110-year-old outdoor brand earning $70M in 2019 to a $750M brand and the #1 gift of 2023.

This panel will discuss the impact of co-creation, breaking a few rules in new channels, having the courage to take risks as a brand marketer, and yes . . . car fires, Utah moms, and Gen Z. We’ll answer the question: when a product goes viral, how do brands bottle the lightning?

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Jenn Reeves
Jenn Reeves

Stanley 1913

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