Yukon Brand Positioning
To displace the dominant brand in the high-end hunting/fishing cooler segment, Igloo created the ultimate cooler: Yukon. We set it apart by creating its own segment: it’s a cold locker, not a mere cooler, built to follow The Laws Of The Yukon. The toughest, most iconic Far North icons become spokes-critters, giving the new brand an immediate, memorable personality.
Yukon Brand Video
The difference between Yukon and others needed to be dramatic and full of imagery that demonstrated the Yukon severity in a visceral way. Buyers take their sport seriously and this product – and its portrayal – connected with that intensity.
A series of ads match product features to Laws of the Yukon, highlighting the toughness, capability, and specific design details that thrive in the toughest conditions.
Igloo Booth Display
Key images reinforce the brand promise of toughness and long term capacity as well as offering arresting reasons to visit the booth.
Product as display was an important element to merchandising the product in-store. The idea was to show scale, gain attention and tell a story. After all, at this price point, it is a considered purchase.
On Product Merchandising
At most retailers, the product line needs to stand beside and outsell the competition. On-product lid sticker and hang tag call out what makes Yukon superior, point by point, and serve as a product warranty registration.
Outdoor Retailer Show Multi Media Booth
After a long hiatus, Igloo re-entered the show with three new brands. We created a dramatic sound and light show to attract an audience, while featuring the new products in unique ways, against a huge screen of Yukon cold lockers.
Igloo Outdoor Brand Creation
For the first time, Igloo was launching a non-cooler product line under a new sub-brand: Igloo Outdoors. Our brand positioning, theme, launch materials, packaging, and POS give these innovative new tents, chairs and shelters the spirit and personality to stand out and appeal to the target like nothing else in the category.
To stand out in a “good-better-best” retail environment, we created a colorful, informative way to learn what makes Igloo Outdoors products “better”, with a style and personality that stands out in-store and on-shelf.