
The challenge
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.