TL;dr

the task 

make ziploc stand out above the rest in the storage isle 

the problem

ziploc is passed over for cheaper store-brand alternatives

the solution

show that without ziploc, mishaps happen. 

the brief

situation

consumers pass over ziploc for what they perceive to be a better value. ziploc’s main competitor isn’t hefty or glad, it’s store brand. consumers aren’t brand loyal in the plastic bag category. they believe they’re a smarter shopper when they buy store brand because it gives them the most bang for their buck and that store brand will get the same job done.

opportunity

show that store-brand fails when compared to ziploc. buying ziploc is about more than plastic bags, it’s about ziploc’s trusted zipologists and reliability. ziploc’s products hold up no matter what the consumer is using them for and leave consumers feeling secure about their decision.

target

the namebrand skeptic

insight

buying store-brand can leave you with storer's remorse.

when it matters the most, store brand lets them down. whether their shampoo explodes on their interview suit or their meal prep is freezer burnt, they inevitably regret their store brand decision.

message

without ziploc, mishaps happen

why it works

  1. don’t get burned again. store brand will rip, tear, and spill when you need it the most. ziploc can convert the namebrand skeptics who have been burned one too many times.

  2. score one for the zipologists. namebrand skeptics think that all brands are the same, but store brand is like putting a bathroom lock on your front door. ziploc is the deadbolt of the plastic bag category thanks to their zipologists. their innovations make all the difference to stop mishaps from happening.

  3. 50 decibel strong. the zipologist made a zipper that zips closed at 50 decibels, a typical household sound level, so the user is audibly reassured that it’s secure.

oh, that's cool!

don't know what this diagram means?

 

you're probably not a zipologist.

 

that's right, ziploc engineers have a name and you can thank them for ensuring your pizza doesn’t taste like garlic. a proprietary chemical recipe composing the bag’s film prevents flavor comingling.

 

*applause*