YETI
Consumers of Yeti are looking for quality products that are going to last them through all of the different parts of their lives. With its high price tag, this isn’t just a cup or cooler that people are going to pick up for a quick fix.
Our target consumer: Many people already have knowledge of the YETI brand but they view it as too expensive for a simple cooler. These ads will be targeting women with husbands who want to buy that $300 cooler, but their wife doesn’t seem to see the value in it. This is a mom who enjoys being involved in her children’s lives and is always looking for a product that is going to make her busy lifestyle a little bit easier. She is 34 and frequents social channels like Facebook, Instagram, and Pinterest.
To inform our campaign, we decided that in order to encourage women to get on board with their husbands about purchasing an expensive cooler, we needed to highlight how this will support their busy lifestyles BECAUSE of the quality that is put into it.
Main Idea: Lasting you through it all
Print Ad
This print ad exemplifies many of the different aspects of our target consumer’s lifestyle like children drawing all over it, their spilled beer from a friend gathering, dirt from camping outdoors, etc. and how their cooler is going to last them through all of this
Social Media Ad
This ad highlights the idea of how Yeti can support them through their busy lifestyles involving their children. Although it is just an expensive cooler, it will last through your children’s sports games and provide them with what they need, even if that may be a spot to rest during the game.
Social Media Ad
Our final ad ties into our consumer’s own life rather than just their children’s lives. Although they are constantly running around, this cooler can also be a part of their date nights and allow them to have those special moments and have everything they need with them, even if that is just table to enjoy their wine and dinner on at a picnic.