YETI's main goal was to show that it's the toughest brand built and created for the ruggedest physical labor jobs. We partnered with CarbonTV, a media company that shared the same appreciation for the wild, unfamiliar territory and high-quality gear like YETI, to create a video series that uncovered some of the roughest jobs in America. We showcased the stories of these jobs and showed how YETI's new product, the Tumbler, was tough enough to endure the same activity thede workers went through each day while still keeping them hydrated on the job.