Our final deck

2. THE DARE-DEVILS.
The Team
HAILEY
JOSE
AUDREY

3. YETI was founded in 2006
by two brothers with a
love for the outdoors.
Roy
Seiders.
Ryan
Seiders.
Brand Origin

4. But poor quality
coolers were
limiting their
good times.
With that,
was introduced.
Brand Origin

5. YETI combined innovation and a
passion for the wild that led to
their mission…
“Build the cooler
you’d use everyday
if it existed.”
Source: Yeti.com
Brand Mission

6. YETI began with coolers that
were bear-resistant…
but matured into so much
more.
Brand Origin

7. Product Portfolio

8. Category Truth
It is now a category of
1
YETI can’t be touched no matter how
hard the competition tries.

9. +23 other brands

10. YETI creates confidence-building
products.
That can endure the wild,
wherever that may be.
Product Truth

11. YETI makes you feel like a true
adventurer.
Brand Truth

12. They transformed from an outdoor
cooler brand into a lifestyle..
Brand Truth

13. Lifestyle turned to
*YETIzens.*
OBSESSION.

14. But… this lifestyle only
caters to a certain, less
inclusive group of people.
Tension

15. That group being a male dominated, extremely
white collective called
“HOOK & BULLET”
Tension

16. They champion hook and
bullet people through their
Ambassadorship
Program
Tension

18. Source: YETI 2022
Annual Report
Tension

19. This is not
representative of
modern culture
Tension

20. This is not
representative of
modern culture
OR
adventure.
Tension

21. Source: Good News Network
“Hook &
Bullet”
1.6M
Source: Forbes

22. Modern
adventure
culture
68% of Americans want to be more adventurous.
“Hook &
Bullet”
1.6M
229M
Source: Good News Network

23. But in the narrow
minded focus of
hook and bullet,
comes an
OPPORTUNITY
for YETI to catch
up with modern
culture.
Opportunity

24. Modernize the face of
adventure.
Opportunity

25. Modernize the face of
adventure.
A transformative change that
breathes new, more inclusive
life into YETI culture.
Opportunity

26. Modernize the face of
adventure.
Metaphorically and literally.
Metaphorical: The embodiment of the brand’s
evolution into the future.
Literal: The people who are represented as
the modern standard of adventure by YETI.
Opportunity

27. Modernize the face of
adventure.
A new, more accessible yet still
exciting way of living.
Opportunity

28. People crave an escape from the
everyday mundane that has become
their lives.
Truth of Moment

29. Like, riding a
Peloton Bike
without
actually going
anywhere.

30. Waiting in line for
the same crappy
coffee.

31. Homogeneous taste
in shows.

32. Watching others
travel on your
TikTok FYP.

33. Trapped in your
everyday routine.

34. People are missing a conduit to help
them be a little more daring.
Truth of Audience

35. The Thrill-Curious.
They tend to watch rather than
experience adventure firsthand.
They have a competitive mindset,
but no outlet.
They feel ill-equipped to take on
challenges.
They crave adventure but don’t
know how to get there.
Audience

36. They show their curiosity when they…
Take the long way
home from work.
Drive slightly over
the speed limit.
Have that extra cup
of coffee at 4pm.
Audience

37. Adventure takes courage, but can live
almost anywhere.
Truth of Moment

38. A life with thrills is a life more fulfilled.

39. They are ready to make the jump from
CURIOUS TO... COURAGEOUS.

40. DARE TO
ADVENTURE.
A culture-wide call to action to not only the “hook and
bullet,” but the entire thrill-curious community.
Strategy

41. HEAR IT. SEE IT.
DO IT.
Tactics

42. HEAR IT.
Tactics

43. THE YETI
ADVENTURE SUMMIT
An annual event located at the YETI HQ in Austin, TX.
Tactics

44. Tactics
ADVENTURE
SUMMIT

45. Tactics
ADVENTURE
SUMMIT

46. Tactics
ADVENTURE
SUMMIT

47. Tactics
ADVENTURE
SUMMIT

48. Tactics
ADVENTURE
SUMMIT

49. Tactics
ADVENTURE
SUMMIT

50. SEE IT.
Tactics

51. CONTEMPLATE THE
MUNDANE.
Public installments in routine spaces to encourage courage.
Tactics

54. DO IT.
Tactics

55. BE DARING,
ADVENTURE AWAITS.
x
Tactics

58. BE DARING.