Yeti fills the gaps in Google Maps to promote outdoor-living products /

Quality ride / Yeti continues to reinforce its positioning around providing reliable products for the outdoor enthusiast with this campaign. 

In 2020, it launched the Built for Generations brand platform to highlight the quality and longevity of its products (Contagious covered the latest iteration in August 2023). Map the Gaps continues that association with quality. The ambassadors, some of whom are experienced athletes, take Yeti’s new product line to unmapped territories that are challenging to navigate, reflecting the sturdiness of its products. The campaign neatly inserts a product demo on a platform with an extensive reach –Google Street View is accessible via Google Maps, with 1 billion monthly active users. The new trail maps communicate a clear message to a broad audience –  Yeti is the top choice for serious hikers – solidifying its position as the go-to gear for the avid adventurer.

Subtle flex / This mapping effort emphasises Yeti’s outdoors credentials and authentic brand identity in an understated, undisruptive way; the campaign weaves in the brand’s products subtly, ensuring that the beautiful hiking trails and picturesque landscapes remain the stars of the show. The result is an engaging, authentic and useful tool for Yeti’s target audience. The approach is also on brand for Yeti. The Built for Generations campaign was a simple yet impactful series of outdoor ads showcasing Yeti’s sturdy products alongside single-use alternatives. The ads used concise and snappy copy to communicate the brand’s sustainability message. Similarly, Map the Gaps doesn’t force-feed its product message. The campaign lets its recently launched backpack speak for itself. As creativity specialist Richard Holman explored in a blog post, leaving a ‘gap’ for viewers to connect the dots makes for more engaging, distinctive and memorable advertising, and ‘also shows your audience that you respect them’.

The great outdoors / With this campaign, Yeti encourages a broader audience to go on hikes. Newer generations have grown up relying solely on their phones for navigation, meaning they’re likely to prioritise Google Maps over physical maps, even in nature. Mapping hard-to-access terrain removes a barrier to entry for less experienced, aspirational hikers, widening Yeti’s potential customer base. Further, including ambassadors who generate content for the brand and highlight intriguing stops helps Yeti reach a broader, more mainstream audience, guiding the public through the discovery of 15 impressive hiking trails.