How Yeti Made a Cooler an Aspirational Brand
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Yeti’s coolers are “grizzly proof,” which is an actual certification by Interagency Grizzly Bear Committee, not just marketing jargon. And they’re designed to keep ice cold for long periods of time, sometimes days, depending on the temperature and preparation. But Yeti says most of its consumers will never actually use those benefits.
“The aspirational use and the actual use don’t always have to be the same thing,” said Mr. Maynard. “We want our communication to stay as absolutely authentic to the hardcore user from the hardcore user as we possibly can.”
The company declined to comment on its media spending, but Mr. Maynard said Yeti sponsors 72 hunting and fishing programs on the Outdoor Channel along with marketing on Sportsman, Pursuit and World Fishing Network. It also made a “sizeable investment” in addressable TV this year, he said, targeting households based on their behaviors to reach them during any program they’re watching. Starcom MediaVest’s Spark, based in Chicago, manages Yeti’s media planning.
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