Ziploc: Preserved Promos
SC Johnson challenged VML New York to drive sales and attract new buyers for Ziploc during a period of high inflation. With grocery prices soaring, the brand needed to stay relevant to budget - conscious shoppers. The goal was to reinforce Ziploc's preservation heritage while providing a meaningful reason for consumers to add the product to their carts despite tightening household budgets.
Creative Idea
Ziploc revived expired food coupons as valid discounts when purchased alongside their preservation products.
Ziploc extended its brand promise of preservation to the financial realm by allowing shoppers to revive expired food coupons through a digital platform, turning wasted savings into fresh discounts when paired with a Ziploc purchase.
Creative Strategy Deconstructed
Company
A brand synonymous with preservation and extending the life of household essentials.
Category
Focusing on product durability while ignoring the financial waste of expired grocery deals.
Customer
Frustrated by soaring food prices and the disappointment of missing out on savings due to arbitrary expiration dates.
Culture
Record - high inflation and the rise of digital couponing culture as essential survival tools for modern shoppers.
Company
A brand synonymous with preservation and extending the life of household essentials.
Category
Focusing on product durability while ignoring the financial waste of expired grocery deals.
Strategy:
Translate a physical product benefit into a digital service that rescues lost value from external category failures.
Customer
Frustrated by soaring food prices and the disappointment of missing out on savings due to arbitrary expiration dates.
Culture
Record - high inflation and the rise of digital couponing culture as essential survival tools for modern shoppers.
Strategy:
Translate a physical product benefit into a digital service that rescues lost value from external category failures.
Results
The campaign achieved over 2 billion earned impressions and a +61% share of voice. It saw a +49% redemption rate for the preserved coupons, leading to a +5% sales lift and a +14% increase in new buyers. The initiative partnered with over 80 retail stores, covering more than 65,000 physical locations nationwide.
2B+
earned impressions
49%
redemption rate
14%
increase in new buyers
Strategy Technique
Build an Utility, Not an Ad
Instead of just talking about preservation, Ziploc built a functional commerce platform that solved the financial frustration of expired savings, making the brand's core benefit useful in a completely new, digital context.
Explore Technique
Creative Technique
Unexpected Utility
By creating a digital tool that validates and revives expired coupons, Ziploc provided a functional service that directly mirrored its product benefit of extending life, turning a brand promise into a tangible consumer utility.
Explore Technique
Craft Breakdown
The campaign excels by bridging a physical product benefit (preservation) with a digital utility that solves a real-world financial pain point for consumers.
The use of image recognition to validate expired coupons and generate new ones creates a seamless bridge between physical media and digital commerce.
The clever conceptual link between 'preserving food' and 'preserving promos' makes the brand's role in the solution immediately intuitive.
Securing partnerships with over 80 major retailers ensures the campaign has massive scale and real-world utility for shoppers nationwide.
The visual language effectively uses the brand's iconic blue and white to frame a complex digital ecosystem in a simple, recognizable way.
The magic lies in the synergy between the technological execution and the strategic media partnerships, turning a clever idea into a functional retail tool.
