Raising Awareness Across New Markets and Cementing Purpose in Sustainability

Considering the limited brand awareness for YETI in UK & European markets, we had an opportunity to re- introduce the brand with Built for the Wild. Brand awareness in the UK and Europe wasn’t reaching it’s full potential for YETI. We had an opportunity to re- introduce the brand and make a splash that would spike awareness across these markets. While keeping the US creative approach in mind, we had to find a way to ensure that this wouldn’t just feel like an American brand coming to Europe, but rather, a brand that is fit for the European market too. We created a mass print campaign based on real insights of our European and UK consumers. We consulted transcreators to craft bespoke headlines inspired by real cultural nuances in each market and ensured the imagery selected was carefully chosen based on the relevant activities and aspirations of those markets as well.