BACKGROUND:

Yeti’s provide long lasting cooling and bear-proof storage —but their high prices keep people from purchasing more than they “need.” This places YETI as a market leader in terms of functionality, but seldom a market leader for repurchase, with exception for the upper-middle and upper classes. And those who do have multiple YETIs without the income, are often gifted their YETIs.

PROBLEM:

Existing Users

They have purchased from YETI before, but we could get them to purchase and repurchase more YETI products. They love the products, but they don’t frequently repurchase because of the price.

TARGET AUDIENCE:

Men, 45-65 years old

Outdoorsy, loves camping and fishing, big sports guy

The macho-man that makes offensive jokes (but friends and family let it slide because “That’s just Brett”)

TENSION:

My YETI speaks before I do.

MAIN IDEA:

Show off your Big YETI Energy