The project assigned was to create an advertising campaign for a brand that we respect and own ourselves. I spend a lot of my time outside and immediately my mind went to products that I utilize when I am outdoors. Yeti is one of those brands. Yeti is highly recognized for being high-quality, durable and “cool”. My goal was continue this view in a way that hadn’t been done before. To me, Yeti is the Apple of cooler products. Once you have an iPhone, you tend to buy Air Pods, an iPad and an Apple Watch. You get used to the quality and the way they work together seamlessly. This is how I picture Yeti. Much of their current branding focuses on highlighting one particular product rather than their brand as a whole. This spurred my brain on thinking about who Yeti’s ideal target market was. I landed on the outliers.
I read through countless entries by their ambassadors and watched many videos of the people Yeti represents. They all lived lives marked by grit and adventure. The outlaws. The people that don’t make sense on paper. The people who do bucket list items for a living. I thought about if Yeti was to tell all of their representatives something, what would they say? They would probably cheers them with an ice cold beer and say, “This ones for you.” I decided to create a copy-focused ad that gave a nod to the people that formed the heart and soul of Yeti. The background of the campaign aligns with the word that is highlighted in each ad. The titles chosen were inspired by the videos and written words of those who use Yeti in their everyday life.
Many claimed that Yeti was a necessity. I thought about how climbers or fishermen often talk about the items they use every day as “gear.” Yeti isn’t just a product that helps you live life, it is gear that is needed to accomplish your days. I believe this ad successfully portrays the uncomfortable, outlier lifestyle of Yeti’s target market.