Like Harley Davidson, Jeep owners are one of the largest brand communities in the world. They hang together, offroad together, overland together, and build their Jeeps together. One commonality among them is their passion for personalizing their Jeeps.

Truck Hero brought Yonder in to help them learn more about this vibrant audience and reposition Rugged Ridge for growth. Yonder conducted consumer research, rebranded Rugged Ridge, and built a traditional and digital campaign to go to market with.