PROBLEM To unlock growth in the US, Ziploc is fighting to attract new users to the brand.  And one of our hardest audiences to win? The under-30 cohort of younger Millennials and Generation Z. This audience is social and digitally active, living in urban metro areas...
and the least likely group to be reaching for our storage bags. This is a generation of mindful purchasers who care deeply about how the world sees them. They pay little mind to mass channels, they upend brands and categories overnight, and they flock t blink-and-you’ll-miss-it moments in-feed.
Winning their attention and consideration requires us to think as disruptively about our brand offering as they do.


We leverage Japanese Ziploc street wear to earn US street cred by reimagining the idea of a fashion drop.

BEAMS x Ziploc partnered with Fred Segal to launch a socially-driven activation in  LA in the week before Coachella. We used Japanese street wear to activate a city-wide-hunt for the freshest virtual drop ever imagined, and seeded a suite of lightweight, razor sharp assets among the micro-influencers keeping our style-seeking Gen Z/Millennial audience on their toes.

Exclusive coverage by The LA Times
Coverage by Hypebeast
27.1 Million Impressions in 4 days
6X higher social engagement than other brand efforts