yeti^® premium coolers

the need
• Help outdoor recreation enthusiasts see coolers as more than a commodity.
• Market Yeti as a premium cooler.

scales' approach
• Differentiate Yeti by telling a unique and informative story that demonstrates the value of the brand
• Skew spending toward lucrative saltwater fishing segment
• Develop a pro staff
• Align messaging and channels — distributors, dealers, reps
• Spend in print and broadcast media sponsorships

the result
• Yeti was named 140 on Inc. Magazine's 29th annual Inc. 500 list, as one of the fastest-growing
  private companies in the U.S. for 2010
• 140% growth in 2009, 140% growth in 2010
• 1,910% growth over 3 years and currently $5.4 million in revenue