and Mary Manno (Digital)
Yeti Coolers are the M1 Abrams of coolers. When properly packed, they can keep ice for over a week and support the weight of your Jeep when you prop it up to change a tire. Hell, one Yeti recently caught fire and still kept its ice.
Their current slogan of "Wildly Stronger! Keeps Ice Longer!" certainly describes the product, but it reeks of cheese. We decided to move Yeti's marketing from its current niche of outdoorsmen and fishermen to the general public with a slicker approach, starting with some out-of-home installations.
We'd extend the word further with double-truck print ads...
...and an online competition.
Rejected Concepts
Too Soon, Boo Boo
Heart of Glass