YETI | trENDing
Products built to survive anything - except Influencers.
Trend cycles are accelerating, and no product is safe - least of all, reusable water bottles. YETI’s $21.2 million in R&D spend mastering durability is worthless if teens are throwing away perfectly good products. Enter: a YETI campaign highlighting their commitment to sustainability by taking a stand against overconsumption and against virality.
Enter: the trending water bottle to END trending water bottles.
STUNT |
Real-time social listening will monitor YETI mentions across social platforms, displayed live on the YETI website. As mentions drop, visuals of stainless steel bottles accumulating amongst single-use plastic waste will form countdown displays around the country.
As mentions drop, some fans of the bottle will do anything in their power to keep it trending.
While others will be eager to see it self-destruct.
SELF - DESTRUCT | Remotely de-polarizing magnets will cause the bottles to “self-destruct” when the time comes. As a result, the bottom of the bottle will fall off, revealing a previously hidden message.
LASTING CHANGE | Rambler Buy Back Program Reimagined
Stainless steel water bottles are not recyclable by traditional curbside recycling programs. YETI is one of the few water bottle brands to offer their own recycling program. To highlight their commitment to sustainability, YETI will extend its buy back program to include the water bottles of its competitors as well - giving consumers a way to responsibly get rid of old bottles while incentivizing future YETI purchases and increasing store foot traffic.
NEW PRODUCT LAUNCH | DIYeti
YETI understands that trends aren’t going anywhere. To help consumers update their bottles in a more sustainable way, they’ve introduced the DIYeti - a set of vinyl heat shrink wrappings to personalize of your water bottle - case, handle, straw and all. Consumers can update their bottle when they see fit, and create a design that nobody else has. Best of all, the heat shrink is 100% biodegradable.