Similarly, Yeti, which is known for its bear-proof coolers as well as its more recent expansion into drinkware, has stuck to its outdoor enthusiast identity for its nearly 20-year existence. Last year, the brand ran an out-of-home marketing campaign, created in-house, that tied its products to sustainability with clever copy. It went viral on social media.
“Yeti is not as entrenched in trying to be a fashion statement,” said Hanna, adding that the brand “has always been steady in terms of who it’s marketing to and how they do it.”
Read more about the viral Yeti campaign here
Paulie Dery, chief marketing officer at Austin, Texas-based Yeti, said the company does not chase trends, and that helps contribute to the brand’s longevity.
“We have seen competitors come and go since the day we were created—we’ve had dupes, cheap knockoffs, big box retailers making their own white label,” he said. “We've seen it all and we’ve stayed true the whole time and grown rapidly throughout it because of us staying true to who we are.”
While Owala is one of the youngest trending bottle brands, its products are quickly gaining ground for their diverse colorways and unique sipping tops. The brand, with hundreds of product and color combinations, has tried to take a fun tone to marketing by doing ads in the voice of the bottle versus using a spokesperson, Sorensen said, noting that the strategy attracted “tremendous engagement.”
“There’s an opportunity here for a fun brand,” he said. “A brand that pushes against the norm that’s out there, that’s more focused on self-expression.”