YETI’S SUPER SMART PRICE SENSITIVITY HANDLING

Jack is a bit of a Yeti fanboy, so there's a tiny bit of bias going on here... But the thing we love about this is the way they're using copy to handle a common objection to buying a Yeti: the price. So good.

This Yeti campaign is a clever riff on the classic Patek Philippe tagline that goes "You never actually own a Patek Philippe. You merely look after it for the next generation." It's a Hall of Fame bit of copy to address a high price point and Yeti does the same thing for a coolbox. What's really clever is that neither Yeti nor Patek ever say "yes, it's expensive, but..."  They don't actually justify the price at all. They just reframe the purchase from a commodity to something you're buying for your family for generations. So if you've got a premium product and a price point that makes people hesitate, don't defend it. Reframe it. What does your product look like as a cost-per-use rather than a one-off purchase? What does it look like over five years? Ten? Is there a version of your copy that makes the cheaper alternative feel like the more expensive choice in the long run? Can you lean into that with your copy? Want to learn more? We've written about how Bold Bean Co do a similar thing here.