Fresh. Clean. Sheets! campaign
QuickZip has a genuinely distinct product offering— zip-on fitted sheets and duvets — and an aggressive DTC growth goal. But in a mature category accelerating toward premiumization, their tired brand and heavily educational comms were failing to win discerning consumers from luxury competitors.
I helped QuickZip to develop Zip Into Bliss, a brand platform that allowed them to address the simultaneous challenges of:creating premium cues to meet the category’s table stakes and repositioning the inferior solution offered by the category at large
