""Bad Idea" outlines all the reasons you probably shouldn't get a Yeti for someone you care about: "Don't get them a Yeti," says the voice-over, as a ribboned cooler flies out the back of a pickup truck. "Unless you like dogs that are always wet, eyebrows that are still growing back, and sand in places sand should never be." By the end of the commercial, it's clear that the brand is aiming at people who are obsessed."
"But for all its charming predictability, this is more than just another ad for Yeti; it's a major shift in the way the company approaches marketing and advertising. Thanks to a partnership with Wieden+Kennedy, this commercial is the first piece of advertising Yeti has made with an outside agency, and it signals a new era for a brand that has been staunchly self-made."
"For the past 19 years, Yeti has largely created all its own marketing and advertising, including ambitious projects like its ongoing series of short documentaries under the "Yeti Presents" banner. That's why my ears perked up when Yeti CEO Matt Reintjes announced the W+K partnership on his company's November 7 earnings call. This came amid outlining how revenue was up 2% year over year but profits were down slightly by 2%, which the company credited to higher tariff costs. International revenue was up 14%."
Yeti released a holiday commercial titled "Bad Idea" that enumerates reasons not to buy a Yeti for someone, including wet dogs, regrowing eyebrows, and sand in unwelcome places. The spot centers on people obsessed with pursuits such as surfing, fishing, camping, and golf who chase their passions relentlessly. The commercial is Yeti's first advertising created with an outside agency, Wieden+Kennedy, marking a strategic shift from 19 years of in-house marketing that produced projects like the "Yeti Presents" documentary series. CEO Matt Reintjes announced the W+K partnership on the November 7 earnings call. The company reported 2% revenue growth, a 2% profit decline due to tariff costs, and 14% international revenue growth.
Read at Fast Company
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