YETI - Be Daring
A premium and more inclusive future for YETI.
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YETI mainly focuses on one main audience—Hook & Bullet. It’s a culture that is male dominated, extremely white, and they love to fish and hunt. But this isn’t representative of modern culture, or even modern adventure. Currently, Hook & Bullet has a strong following of 2+ million loyal community members, but since YETI has centered around this subgroup since the company’s origins, they have set a cap on themselves—which they have reached.
So what’s outside of Hook & Bullet… literally everything else. In a survey by Good News Network, they reported that “68% of Americans want to be more adventurous,” which opens the opportunity market for YETI to be around 229 million individuals. Not to mention that this would better represent modern adventure culture.
We welcome YETI to dare to adventure in a culture-wide call to action to not only the “hook & bullet,” but the entire thrill-curious community.
Team of Strategists:
Jose Paniagua, Audrey Alan, and Hailey Howard
Hear it. See it. Do it.
Leading up to this event, YETI will be be partnering up with adventure podcasts like She Explores & The Dirtbag Diaries to spread the word. On the big day, YETI hosts discussions about the people that ARE the new face of adventure with their new brand ambassodrs. And for those who happen to be outside of Austin, YETI will live stream the entire event on YouTube.
