Fourteen years later, Yeti has grown to $1.6 billion in sales, thanks in part to its 2017 expansion into drinkware, which is now two-thirds of the business. And it’s currently enjoying another viral moment — on a more limited scale — featuring a twist on the “feats of strength” idea, focused on sustainability.
A series of out-of-home ads — created in-house and appearing in New York City, Los Angeles, Boston and Chicago — show Yeti coolers, cups and bags next to single-use plastic and styrofoam products. Short, snappy copy lines contrast the durability of the former with the disposability of the latter.
In one ad, while a styrofoam cooler takes “Generations to break down,” a Yeti cooler takes “Generations to break in.” In another, disposable plastic bottles are “Single use,” while reusable Yeti bottles are for “Every single use.”