Ziploc Back-to-School: U.S.
ROLES: Concept Development, Art Direction, Photoshoot Art Direction, Graphic Design
COPYWRITER: Blair Pische / ART DIRECTOR: Evy Luong / PHOTOGRAPHER: Callie Lipkin
The Problem:
In the face of increasing competition and evolving consumer behavior, Ziploc faced the challenge of how to sustain its market leadership during the critical Back-to-School shopping season. The brand sought innovative ways to integrate new technology into its products to stay relevant and appealing to both parents and children.
The Insight:
A pivotal realization was that Ziploc bags were being utilized for a myriad of purposes beyond mere food storage, particularly by children engaging in trendy activities like slime experiments. In 2020, this insight became especially significant as slime became one of the most popular uses for Ziploc bags among school-aged kids, indicating a broader application of the product in creative and educational contexts.
The Creative Solution:
Seizing on this trend, Ziploc decided to highlight the innovative features of their redesigned Sandwich Bags—specifically, the extended tabs and a more pronounced grip texture. These enhancements were showcased as not only facilitating easier use for small or messy hands but also as making Ziploc bags the superior choice for school science projects, including the widely popular slime experiments. This approach aimed to position Ziploc at the intersection of practicality and creativity, emphasizing the brand's support for STEM education and creative exploration during the school year.
The Execution:
The implementation of this strategy saw Ziploc expanding its "Use as Imagined" campaign to include a focus on "fueling creativity through STEM," which resonated strongly during the Back-to-School season. The campaign's success led to its continuation for multiple years, enriched with new creative elements that further emphasized the brand's commitment to supporting educational activities. A key component was a visually engaging photoshoot, art-directed in collaboration with photographer Callie Lipkin, which captured the essence of youthful imagination and ingenuity, prominently featuring the enhanced Ziploc bags as indispensable tools for slime-making science projects.
Despite the unforeseen challenges posed by the pandemic, the campaign's message of encouraging educational play at home remained relevant, further solidified by strategic partnerships and marketing initiatives. This included eye-catching in-store displays and digital marketing across leading retailers, as well as a collaborative effort with TeacherLists for a classroom giveaway, ensuring that Ziploc bags were recognized as an essential resource for both teachers and students embarking on their educational journeys.
