The resealable plastic bag category is not known for product innovation, and many consumers use Ziploc as a generic name. To help our client break into this category and differentiate their brand from market leaders, we created a multi-platform campaign that leveraged Cryovac’s tough food industry reputation and back-of-house authenticity.
Our research uncovered that Cryovac was seen in the commercial food world as an innovative, indispensable food storage technology brand. So we harnessed that equity to support a line extension into resealable storage bags – an adjacent category. Strong verbal and visual branding elements, a packaging system, and an integrated marketing campaign helped Cryovac go bag-to-bag with entrenched competitors.
Product Brand Positioning
Visual and Verbal Branding
Sales and Marketing Collateral
Photography and Video Development