RTIC Outdoors
RTIC Outdoors is a DTC outdoor lifestyle company that sells premium coolers, drink ware, and outdoor gear at affordable prices. As part of the initiative to transform RTIC into a recognizable brand, beyond direct comparison to its main competitor Yeti, I was hired as the first in-house Senior Copywriter to help tell that story.
In my role, I manage all Brand, Product, and Marketing Copy to create a consistent voice for RTIC Outdoors. I also work closely with cross-functional teams to help develop product claims and creative strategies to identify strengths and low-hanging opportunities that can help push the Brand further.
Life with RTIC
Inspired by my own love for the brand, I wanted us to start showing real moments, with real people, and real adventures. In turn, other people would be drawn to creating their own moments and becoming believers, too.
And that’s when I teamed up with our incredibly talented Director of Photography to tell the story for the biggest product launch of the summer, The 52 Wheeled Ultra-Light Cooler, in the cheapest way possible; using my Camper, my friends, my dogs, and my backyard—Santa Barbara.
For the Adventurers
As writer producer, I scripted videos that would maximize our raw footage in a way to appeal to different audiences. This cut targeted our aspirational audience.
For the Social Seekers
This cut appealed to our laid-back, host with the most. The key in creating authentic moments was to cast a real family.
Launch Email
A Test - Imagery (Adventure)
B Test - Imagery (BBQ)
Additional Product Launches
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Halftime Water Cooler
Taking the classic Gatorade cooler to the next level, I worked to craft product copy, claims, and a story that would lead to impactful numbers in sales. This launch saw top performing sale numbers within the first week.
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Ultra-Tough Tote
When it comes to one-off products, the Ultra-Tough Tote was at the top of our list. This combined “tough-as-nails” product design with powerful imagery and story telling to help customers see this “nice-to-have” tote, as a must have essential.
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Road Trip Duffle
For our Wheeled Duffle, customers had to see they could get RTIC Toughness out of a duffle. From water-proofed material, to puncture-resistant wheels, I told the story from A-Z to create a strong product story that helped this bag sell out.