For decades, Ziploc® has been known in the US as the category leader in food storage bags and containers – their iconic brand name trusted by generations for their high-quality seal and versatile function. And while a large percentage of the population still see them as America’s most trusted bags, it is critical for them to appeal to Millennials and Generation Z, who are driving what’s trending and who represent the next generation to enter the world of kitchen and home organization. In light of renewed concerns around sustainability, Ziploc® moved towards becoming a lifestyle brand for the next generation with a focus on new and reusable usage occasions in addition to just food preservation. It was obvious that we needed something to win the hearts and minds of this audience.