the World’s Lightest
WHY SHOULD A COOLER WEIGH MORE THAN WHAT’S IN IT?
Two things everyone knows about high-performance coolers: they keep ice a ridiculously long time, and they’re ridiculously heavy. Rugged Road set out to correct that second point with a new generation cooler boasting the same ice retention performance, but at 1/3 the weight of category leaders like Yeti and RTIC.
It was our challenge to launch this next generation cooler direct to consumers, with zero brand awareness, and no retail or online distribution. (Not to mention a tiny fraction of the marketing budget of any of our competitors.)
Challenging the status quo
Our pitch to consumers was simple. Instead of adding 20 to 30 pounds to your gear, imagine if your cooler added barely any weight at all. We brought this revolutionary thought to life with the simple brand position: Pack Light.
PROVING THE POSITIONING WITH
UNIQUE INTERACTIVE ASSETS
So, how light is this cooler? We created this unique interactive asset that allowed consumers to compare for themselves.
Go ahead—click an object below to see how it weighs in vs. the Rugged Road on the right.
Click on any
of these items
“Lift it” community challenge
We challenged our social communities to post and share pics of themselves holding their Rugged Road coolers up with one hand. (Try doing that with a Yeti.). The response was overwhelming, generating a wealth of content and engagement.
Okay, so it’s light. But outdoor gear enthusiasts still needed proof of other key performance features. So we created a series of demos to show off the cooler’s bombproof construction, superior ice retention, cavernous capacity and more.
Interactive ice test
When it comes to ice retention performance, we again let the consumer be the judge with this interactive asset.
Try it for yourself—slide the dot to see day-by-day results.
Virtual 3D product experience
To convince consumers that Rugged Road’s materials and features were as solid as traditional rotomolded coolers, we first helped name and trademark the two key materials, Rigorite™ and Frigidite™. We then created an online 3D demo that allowed consumers to examine the cooler as closely as if it were in stores.
Try it—click and mouse over the cooler to view it at any angle.
Then, click on feature descriptions like “Kick Flip Lid” to see them in action.
Virtually indestructible, amazingly light Rigorite™ shell—the same material used to bombproof the Pentagon.
Ultra-thin, high-density insulating core for superior ice retention, storage capacity, and unparalleled light weight.
Unique detatchable/reversible lid provides integrated drink holders and cutting board surface.
“Cavernous” Cooler Space
Thinner wall construction creates maximum interior space and cooling performance. Holds 65 12-ounce cans with ease.
“Double Up” Handle System
Dual-padded rope handles for tandem carry and integrated grip handles for individual carry.
“Get-A-Grip” Non-Slip Surface
Non-slip exterior finish delivers exceptional anti-skid performance without the need for feet.
Floats upright so you can use it on the water, kayaking, fishing, and more.
PRODUCT EDUCATION THROUGH SOCIAL ACTIVATION
We carefully built and curated a community of outdoor enthusiasts and influencers to champion the brand in every outdoor segment from fishing and camping to beachgoing and tailgating.
We tapped into our Rugged Road Community and incorporated their content and product reviews into our advertising assets.
We mapped the consumer journey and deployed a myriad of nurturing and retention emails, text messages and retargeting ads. Content included a welcome message from Rugged Road’s CEO (an avid outdoorsman), special offers during peak gift and repurchase seasons and first opportunities to purchase new products.
CREATING LIFELONG BRAND LOVERS
As part of our CRM campaign, we marketed Rugged Road gear and branded apparel to the base to encourage them to purchase and wear the brand and to build lifelong brand loyalty.
Reaching the ideal prospects
- We identified the most profitable consumer segments through market research and segmentation.
- We launched campaigns for each segment using our Proprietary Digital Tools to ensure best-in-class performance and granularity in tracking.
Proprietary digital media tools
Custom Analytics Dashboard
Complete, granular results at your fingertips.
Terri™ SaaS Platform
Auto generates thousands of Google AMP landing pages for industry-leading speed and optimization down to the asset level.
Petri Dish™ Full-Funnel CRO
Ensures you continuously have the highest performing creative assets.
Multi-touch attribution model optimizes each media platform to final conversion.
Full-funnel, CRO media
Each Campaign’s ROAS was tracked daily and precision-optimized to the highest performing DMAs, media platforms, and creative assets.