The ReFresh: How Classic Brand Stanley Rebooted on TikTok
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](/vite/assets/person-placeholder-edu-fS1N5G6a.png)
Jenn Reeves
Stanley 1913
![photo of Kate Rush Sheehy](/vite/assets/person-placeholder-edu-fS1N5G6a.png)
Kate Rush Sheehy
GSD&M