Zip Water -
Life at its best

“Water at its best” was the concept that our new client wanted to build on. At that time, the existing executions were product-focused and landed purely functional messaging. Zip taps are a world-leading Australian innovation and essentially created the category. Now pushing harder in to the direct-to-consumer market, we needed to land in people’s memories to give the brand more value. To bring meaning to Water at its best in a more emotive way and show people lifestyles to really aspire to. The moments highlighted in our social campaign show them how a Zip tap in their kitchen can really enhance their lives and time with their friends and family. And satisfy those with a keen eye for design. It was clear that everybody knows of Zip and would love to have one in their kitchen, but we needed to overcome the hurdles of the price premium. So we communicate not only functional benefits but elevate the perception of the brand and the less tangible but valuable attributes.

The campaign is running on Meta in Australian and New Zealand. There are 10 creative executions all optimised in video, animated GIFs and static formats, driving people to a new website and to Zip’s retail partners.