Yeti Vs. MoPac: Not Movie Thriller, But Austin Firm Dissing Pace Of Road Construction

SOUTH AUSTIN, TX — In the folklore of Nepal, the Yeti (aka abominable snowman) is a ferocious ape-like creature. So, too, it would seem is its namesake, a maker of high-end durable ice chests and related drinkware.

Officials at the company have erected a sign dissing transportation officials at the seemingly slow pace that otherwise hard-working construction crews are taking to complete the MoPac expansion. It's worth mentioning the company has a vested interest in seeing the project finished as it would potentially enhance traffic leading to their recently unveiled flagship store on South Congress Avenue.

Related story: Yeti Reportedly Settling In Austin's South Side

The sign on the headquarters roof is a checklist of sorts, with attributes of its new jug checked off. But the third item on the list titled "Knows when MoPac will be finished" has no check next to it. You know, because the construction work is unfinished.

Among the affluent outdoorsy set, Yeti products are de rigueur, necessary accouterments not only to keep drinks cool but as status symbol to show off to fellow nature lovers settling for a Coleman or Icey-Tex—serviceable vessels to be sure, but certainly not a Yeti.

A Tundra 125 holding 81 cans will set you back a cool $550, and a smaller (and adorably named, we might add) Roadie for $200 will store 14 of your cans in style. Heck, even a 30-ounce DuraCoat Rambler tumbler has a robust sticker price at $40.

But these are Yeti items, and this is the price of admission—initiation costs, if you will—in belonging to a customer base the company bills as Yeti Nation. Which is all to say that this sort of corporate success brings with it some measure of influence, the MoPac-dissing sign being a manifestation of that gravitas.

Yeti has never been shy to vanquish obstacles getting in the way of its corporate success. Rivals producing seemingly anything resembling a Yeti have been taken to court to be crushed in court.

Related story: Austin-Based Yeti Coolers Sues Two More Rivals, Saying Products Are Too Similar

Members of the Yeti Nation have an affection for their products that is unquestioned. And, it would appear, that others also share a mutual hatred of MoPac. The unofficially official collective of MoPac haters in Austin—collectively identifying themselves as EvilMoPac on Twitter—applauded Yeti's billboard trolling.

"Ha! Nicely done," wrote one fellow MoPac detractor of Yeti's billboard missive. Still, a commentator posting on the same thread alluded to the price of Yeti's products apropos of nothing: "That sign was less expensive than the jug pictured on it," one person wrote of the gargantuan sign.

As for MoPac, its enhancers didn't exonerate themselves well in the midst of the Yeti attack albeit in inadvertent fashion. Transportation officials alerted to numerous lane and ramp closures for Monday evening in the last update on the project's website. Of course, the update came with a "weather permitting" disclaimer before a powerful storm swept over the area early Monday evening.

It's enough to make a Yeti howl with rage (assuming the ape-like creatures can drive or care about infrastructure).

For the latest updates on the MoPac expansion project, click here.

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