Insight: Women are an untapped market for coolers, as ads focus almost exclusively on men/outdoorsmen. Turns out, women like being outdoors as well. They tend to be the primary caregivers and do the lion’s share of both childcare and housework, usually while working

full-time and they are often burnt out from it. “Girls weekends” are a place where they can get away from some of those pressures and bond with friends who understand. These are the places where confessions fly. It's their safe place to say, what might not otherwise be ok to say.