YETI

The Business Problem

Despite YETI’s reputation for producing high-quality outdoor products, the company faces a brand share problem as competitors offer similar products for a fraction of the price. While YETI’s brand loyalty remains strong among its core demographic, the expanding landscape of outdoor gear manufacturers challenge its position on the market. To maintain its position as a leader in the outdoor industry, YETI must address these market share challenges by adapting its strategies to better appeal to a wider audience while reinforcing its commitment to quality and innovation.

Target Audience: 30-50 year old men

Truth

Consumers want to fit time for adventures into their schedules

Tension

Consumers find it hard to balance their desire for time outdoors with the demands of work, family, and other commitments.

A middle-aged man with gray hair and a beard, smiling, sitting on a couch in a modern living room.

The Persona

Meet Theodore, a 45-year-old male accountant who lives in his home in Denver, Colorado. He is a recently divorced dad with two kids who are 10 and 12. He and his ex-wife split after spending 15 years together. He and his wife now share custody with their two kids and alternate weeks/holidays. Theo has a hybrid work schedule and is in the office no more than 3 times a week. Regardless, he works long days alone at his computer. Now that Theo no longer spends every day with his kids, he has a lot more free time and wants to find a way to use it. Above all else, Theo is an outgoing outdoorsman and finds the most joy in exploring trails and rock climbing. When he’s not outdoors you can also find him in his remodeled kitchen cooking up new recipes. He is health conscious and often buys organic and local produce for his recipes.

Theo’s Media habits:

iPhone user; Reddit - frequents daily - Asks people about lesser-known/great outdoor spots to visit in Colorado; YouTube - uses daily to look up outdoorsy, cooking and news videos; Instagram - checks it 1-2 times per day to scroll, follows outdoors and news accounts, close family and friends, only posts 1-2 times per year; Facebook - has an account but only checks 2-3 times per week and never posts

Commitments:

Has a membership to a joint gym and rock climbing center; Goes to all his kid's rec league soccer games, still sits with his ex-wife

Favorite Brands:

(Theo isn’t super brand loyal, he just wants something that is good quality)

Cotopaxi: fashionable outdoor/climbing gear; can wear on a casual day out or hiking in the mountains; Patagonia; Columbia - often wears a Columbia fleece vest to the office; L.L Bean - office attire; Liquid death; Local co-op; Nordicware/Viking: has full sets of quality pots, pans, and knives

Break free from life’s routine

MAIN IDEA

Four men sitting around a campfire in a forested mountain area. They are wearing outdoor clothing and hats, with mountains in the background. One man is holding a drink, and they appear to be in a conversation. The scene promotes camping and adventur
Four men in business suits sitting in a row at a press conference or event. One man has a green backpack and hiking boots. A green water bottle is on the ground in front of him. Text on the image reads: "We weren’t made to sit in a cupboard, you were
A hiker walking in the mountains with snow patches, carrying a large backpack and pulling a portable speaker, with snow-capped peaks in the background. The text on the image reads "Beats staring at a screen all day" and "FIND YOUR ADVENTURE. YETI."