How Stanley Turned a Product into a Movement

As a brand dedicated to hydration and community, Stanley found a natural alignment with the growing running movement, which has seen a surge in popularity through running clubs and the broader culture of fitness. This shared focus on health and connection made City2Surf, where 90,000 dedicated runners took to the streets, the ideal platform for Stanley to connect with like-minded individuals.

Creative production agency, Wellcom Sydney, crafted the Stanley brand campaign for the event, ensuring the brand's presence was felt from the lead-up to the event, through the starting line, and all the way to the afterparty.

Wellcom creative director Oliver Hammerton says, “There are inherent similarities between Stanley’s consistent innovation (since 1913) and reinvention of itself, and the phenomenon of what run clubs and events like the city2surf represent. There is a through line of pushing yourself, transformation and finding connection in communities that connects them”

The ‘Run with Stanley’ influencer led promotion by the Lambrosarmy  offered a limited-edition running jersey and water bottle, which upon launch doubled its capacity within hours. On race day, over 200 runners proudly sported their Stanley gear, showcasing that the brand is about more than just products—it’s about building a community.

Throughout the race, Stanley’s presence was unmistakable, with a series of witty and motivational billboards and roaming signage lining the streets. These giant Quencher mascots and signs became a highlight, adding humour and encouragement for both runners and spectators alike, capturing the spirit of City2Surf and sparking social media buzz.

Wellcom group account director Hugh Fletcher said, "We aimed to make Stanley a true part of the event experience, not just another sponsor, proving that Stanley is more than just a product; it’s about being part of a shared experience”.

Post-race, the celebration continued at Bondi Public Bar, where Stanley hosted the official hydration afterparty. Giant Quencher water stations and exclusive giveaways kept the festive vibe alive.

The Stanley City2Surf campaign can be seen on socials and OOH.