The rugged brand you may have come across on the bed of a truck or on your last fishing trip, recently moved media agencies amidst corporate wide changes and growth. YETI, the Austin, TX based outdoor goods manufacturer expanded their product line this year and in turn, recently
switched their media buying and planning
over to Backbone Media from Mediavest/Spark (Publicis). The incumbent agency has handled media for YETI since 2013 in the competitive cooler category that has been heating up as other brands like RTIC, Pelican, Engel, and Igloo had stepped up their games. Pathmatics
that McGarrah Jesse is still handling creative for the brand, and Backbone has functioned as their PR/earned media agency before taking over all media just in time for holiday season planning.
Last month’s Father’s Day was a large focus for the company, known for it’s high-end coolers and other products appealing to the outdoor, hunting, fishing, rodeo and barbeque verticals. With masculine messaging and images in their creatives, the brand has increased their display presence accounting for 87% of their digital spend. Read on for highlights from YETI's recent creative campaigns, and download their entire display strategy in our new Brand of the Week Report.