Zip Water is an Australian brand recently acquired by Culligan International. Their flagship product, the HydroTap, is a high-end water system that instantly dispenses pure tasting, boiling, chilled and sparkling water at the touch of a button. On referral by a former Plan B client, Culligan approached Plan B with an aggressive launch timeline and limited budget, tapping us to establish a localized brand position, launch campaign concept, and go-to-market strategy for introducing their innovation to the North American market – specifically in SF and NYC.
The HydroTap by Zip Water is in a category of its own. While it may look like a faucet, it’s more akin to an appliance with its advanced technology allowing it to instantly dispense boiling, chilled and sparkling water. Because it cannot be installed as easily as an appliance and must be integrated as part of a more extensive redesign or build, it is critical to educate both the designer/influencer and consumer at an early phase in the planning process, through hands-on experiences that deliver on the “wow” factor and justify the price point.
Plan B established a two-phase launch strategy beginning with the design facilitator audience, introducing it to influencers first before rolling it out more broadly to high-end homeowners/buyers.
Phase One revolved around the Kitchen and Bath Industry Show (KBIS), the largest show of its kind, and the perfect place to launch the product and build excitement for the brand. Plan B designed the entire experience from the booth structure/graphics, to the product demonstrations to the pre-show and post-show activities.
Following our success at KBIS – where we exceeded all goals and were honored with “Best of KBIS Silver” – we rolled into Phase Two of the plan, activating paid media (video, print, and banner ads), social media (both paid and owned), and earned media (PR and social) to promote the product, create intrigue, and drive interest in seeing it in person.