CASE STUDY

Lainey Wilson

An exploration of collaborations and partnerships for the Stanley brand.

Introducing the Problem

Stanley was undergoing a rebrand when I joined the summer of 2023.

The brand had just collaborated with Lainey Wilson, launching Watermelon Moonshine as a limited-edition Quencher color.

Soon, they would launch a second colorway: Country Gold.

Goal

Capture Lainey Wilson’s retro glam and southern origins while engaging the Stanley Quencher customer and Lainey fans alike.

Solution

For this product launch, I worked closely with our marketing team. I wrote product copy and PR insert card copy, which was leveraged as site content and designed by Elva.

To gather inspiration, I researched Lainey Wilson interviews and previous launch assets. Then, I applied her tone and lyrical sensibility to copy, as requested. It was approved by her team and our marketing team.

Product page copy (PDP copy) I created. This included standardizing product details (specs). Stakeholders included: VP of Brand, Senior Director of Marketing, DTC Director, VP of Product and Senior Marketing Manager.

Results

The Stanley x Lainey Wilson product launch sold out in 28 minutes with more than 200,000 hits on the landing page. View here.

The success of this launch led to more partnership collaborations, including Olivia Rodrigo, Mattel for the Barbie 65th Anniversary, LoveShackFancy, Lionel Messi, and TYLA (to name a few).

Updated sustainability brand messaging with Senior Director of Sustainability and Social Impact. Body copy leveraged from brand messaging updates. Headlines chosen by Marketing team.