In 2019, YETI needed to translate the essence of their brand into a tangible strategy as they scaled their business. We codified the brand’s unique attributes into their first brand book, defining core and growth audiences and providing a framework for their communications and brand strategy. This strategic foundation served as the brief for YETI Presents, their first national product campaign, which featured brand ambassadors showcasing the relatable side of their outdoor pursuits with YETI products seamlessly integrated.
While other outdoor brands focused on competition, we positioned YETI as the brand that stands for finding meaning and joy in the journey. The YETI Presents campaign not only met KPI objectives for both product promotion and brand storytelling but also laid a successful groundwork for YETI's ongoing brand strategy. This approach helped solidify YETI's market position, and the strategic framework we developed continues to guide their brand communications today.