Sophisticated, elite, ornate, elegant: these are words that generally describe luxury products. From Bentley to the Ritz Carlton, these goods and services are in a class of their own. They are expensive, sleek and often smell like deep cleaning products. But there’s a product out right now that breaks this luxury mold. And that is the one and only, Yeti.
Coming in anywhere from $299.99 to $1,299.99, Yeti coolers are not for the casual camper. And yet its marketing seems to be speaking right to the Tom Haverfords of the world rather than the Ron Swansons. Words like “companion,” “mighty,” and “hooky” are consistent with the product descriptions. The genius content marketers even rose the stakes to award the coolers with a “Certified Bear Resistant” seal, awarded by the “Interagency Grizzly Bear Committee.” Basing your purchase on how much booze the cooler can hold? Your Yeti engineers have thought of that. Cheeky and lighthearted phrases and tones are what define this luxury product.
This is all well and good, but they’re not the first to use this sort of messaging in a website. Instead of dropping it there, Yeti delivers the product with equal commitment to the brand image. I recently was able to see a Yeti koozie (technically called a ‘Rambler Colster Beer Insulator’ because jargon) up close and personal and it was a glorious thing. The quality of the product spoke for itself, but the packaging was a whole other production. For example, the sleeve wrapping the koozie had the bear seal and icons that showed that it holds cans and bottles, but unfortunately your wine glass does not belong.
Thanks to this brand strategy, Yeti is recognizable to not only the present consumers, but potential consumers as well. Think: 24 year old dreaming about owning a Mustang GT. It might not be in the cards right now, but that awareness and desire is something brands strive for.