Client: YETI
Brief: Come up with an idea that can make YETI go viral. Try to think of something your neighbor who isn’t tapped into culture would see.
the facts
Launched in 2006, YETI began with basic coolers but made its name in 2008 with the ultra-durable Tundra. Initially built for rugged outdoor types, the brand quickly expanded its reach — from hunters and fishers to tailgaters and backyard BBQ’ers. By 2014, YETI had become a lifestyle essential, expanding into drinkware, pet gear, and beyond. Today, drinkware is its top seller, proving that what started as niche gear is now a staple for just about everyone.
insight
this was not the product for everyone...until it was.
YETI is transforming from a niche into something that is broad, and not everyone loves it. YETI expanded from a rugged, niche product into a lifestyle brand for all, showing that it embraces cultural diversity and social progress. But that shift triggered backlash from parts of its original base, revealing that not everyone was ready for a brand built for difference.
Traditional users feel YETI has drifted from its rugged roots and catered more to cultural trends and progressive identity politics. YETI management views customization neutrality as a business policy, not ideology. They insist it’s about brand-wide decency, not bias.
the big idea
“Built For All, Built To Last”
YETI began with rugged purists, but evolved into a brand for all, and not everyone liked that. Caught in the chaos of cancel culture, YETI has faced backlash from both sides. But instead of running, this campaign leans in. It proves YETI’s core mission: it’s built to last. Through outrage, division, and heat from all sides, YETI stays cool. Because it’s not here to conform. It’s here to endure.
executions
COMMERCIAL/EXPERIENTIAL ACTIVATION
“RAGE ROOM”
script
vignette screengrabs of controversies throughout the years, as well as tweets and comments saying that YETI is ‘cancelled’ and ‘too woke’)
Text overlay
They tried to cancel us with bullets and backyard explosions.
Now, we’re handing you the bat.
(different clips and cuts to various rooms and their locations, as well as the participants meeting each other)
(close up/slow motion of things breaking, being splatter painted, glitter bombed, etc.)
We set up several pop-up Rage Rooms around the country, and invited people from all walks of life to let out some steam.
They don’t know each other. They may not like what each other stands for. But they all had a goal: Destroy as much as they could in five minutes while working together.
(cut to participants having a rough time breaking YETIs)
But what won’t seem to break in the room is anything YETI branded. That’s because our products are created with high-quality materials, and undergo rigorous testing to ensure that you’ll have them for a long, long time.
That’s why we’re so trusted: we care about you, yes, all of you.
We know it’s been a weird few years. But here at YETI, we’re built to take the hits. But we’re here to stay, to listen, to work together, and to keep you satisfied. Just as long as you’re willing to stick with us.
(unveiling the YETI names under the tape, they open the coolers to be awarded beer to have together)
Because sometimes, breaking down is the first step toward a breakthrough.
TAGLINE: YETI, STAYS COOL UNDER PRESSURE.
product activation
“Cancel Collection” Limited Edition Water Bottles
Introducing the YETI Cancel Collection, a limited-edition line of Rambler bottles inspired by the importance of coming together. Each bottle features a bold, chaotic splatter of red, blue, and purple, symbolizing clash, compromise, and common ground, inspired by the viral “Rage Room” YETI campaign. No matter your stance or story, these bottles are built to take a hit and keep going just like the brand. Only 10,000 made. Once they’re gone, they’re gone for good.
premise
The YETI Rage Room cheekily leans into the brand’s real history of backlash, inviting people from all walks of life to smash, paint, and destroy in a shared release of cultural tension. Hidden YETI products withstand the chaos, proving their durability. At the end, participants crack open a cold one together, showing that even in a divided world, we can still find common ground. Built for all. Built to last. Built to chill — even under pressure.
why it works
Invites All Audiences In
From rugged outdoorsmen to city commuters, from conservatives to liberals, this experiential activation is about everybody, reflecting all sides of the modern YETI consumer
Highlights Product Strength in a Symbolic Way
-Leans into what is well-known and celebrated about the product (durability)
-Visualizes that toughness through a culturally resonant lens: social division, opinion clashes, and cancel culture
Turns Controversy Into Conversation
-Leans into discomfort, then unites people around a shared experience.
Delivers Product Desire Through Specialized Drops
-Through the lens of the activation, we are able to capitalize on the unspoken meaning of the campaign: celebrating individuality. The splatter bottle colorway taps into water bottle culture and drop-style exclusivity, which are perfect for Gen-Z and design-focused buyers