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The Challenge

Stanley PMI was known as a legacy brand for an older generation of working-class consumers. The classic beverage container brand recognized a need to connect with a younger audience without losing longtime brand loyalists.

The Solution

The Stanley brand leveraged its old-school aesthetic to appeal to the younger generation’s appreciation for the "classics." Think the resurgence of vinyl or the revival of mid-century furniture design. The campaign, "Rediscovered Since 1913," created an opportunity for Millennials to connect with the heritage of the brand in a way that fit with their modern sense of curation and discovery.

Classic Series

Master Series

Go Series

Social GIFs

Brand photography

Facebook Canvas Ad

This interactive Facebook canvas ad immerses viewers in Stanley brand photography and highlights the product with dynamic brand content.
This interactive Facebook canvas ad immerses viewers in Stanley brand photography and highlights the product with dynamic brand content.

The Results

In the first nine months, the digital campaign exceeded all three annual KPIs.

The campaign surpassed its desired results for video views, finishing at 110% of goal for brand awareness.

The campaign significantly eclipsed the client’s goals for new email subscriber acquisition, finishing at 286% of goal. Email clickthroughs to the brand website finished at 110% of goal.
  • 110%

    Brand Awareness Goal
  • 286%

    new email subscriber goal
  • 110%

    web traffic goal

Client Quote

“Hanson Dodge proved they had the right skillset, strategic thinking and breadth to be able to represent not only the Stanley brand, but our multi-brand portfolio in their varying states of brand maturity. The integration with the agency’s team has gone far beyond traditional creative work. They are helping the Stanley brand reaffirm our foundation for global growth. The relationship is developing into a true partnership.”

Lisa Wood,
Director of Global Marketing for Stanley PMI