Task
Drive women ages 25 to 45, who aren’t outdoor enthusiasts, to choose Yeti coolers for any occasion.
BRAND PROBLEM
This brand is known for being strong and tough, targeting men directly but excluding women. Our audience is aware of the brand but doesn’t feel like YETI is the right fit for them because they are not an outdoorsy man.
YETI is only attractive to a male audience.
HUMAN PROBLEM
Our consumer needs a versatile cooler but doesn't think there is a brand that fits their non-adventurous lifestyle.
Women who are busy going to their kids’ games, traveling around the city with friends, or going on picnics with their partner, need a durable and versatile cooler that feels right for them. They don’t think there is a cooler that fits their not outdoorsy lifestyle.
INSIGHT
Regardless of lifestyle, this audience looks for reassurance from people around them when choosing to buy a product, especially one of high cost. They want to know that other people similar to them have used this product and like it.
Our audience wants to feel like they are not alone.
OPPORTUNITY
There is a YETI cooler for every person.
These coolers come in a wide range of colors, sizes, and designs, while also made purposeful so they can be easy to carry and use, making them ideal for women who want them for any occasion and not just for what people consider is ‘adventurous’.
Strategy
Present YETI coolers as
The Coolers Made for Your Own Adventures
Idea
We Have Seen It All
Creative work that showcases the number of things that Yeti coolers go through, from being glass holders to having kids draw all over them, these coolers have seen it all, and they are still chill, tapping into their durability and reliability. Each of these stories will be relatable to our audience, making them feel like these coolers have been part of the lives of people like them, using nostalgia to pull away from the tough brand personality that made our audience feel like YETI was not for them.
