Packed with Joy

Zipfizz, the energy and health drinks brand, has unveiled its ‘Packed with Joy’ campaign, with creative through Wipro-owned design, advertising & marketing business Designit.

The ‘Packed with Joy’ campaign is the first since Zipfizz appointed Designit as its creative and media agency of record in June this year and taps into Zipfizz’s playful spirit as well as its desire to provide an uplifting experience.

The creative concept is built on the insight that with happiness in the US declining, consumers could use a reminder to make the most of joyful moments, however small. Zipfizz’ shift to happiness cuts through the category norm of emphasizing performance enhancement, to position the brand as distinctive and original in the health and energy drink space.

The campaign runs primarily on social media, combining paid distribution with coverage on owned channels. The flagship ‘What’s inside’ film will run on streaming TV and paid social.

Alicia Elwood, SVP of corporate development at Zipfizz said: “Designit’s knowledge across brand strategy, creative and social media is already proving hugely beneficial for Zipfizz as the Packed with Joy campaign shows. Designit’s input is helping us play to our strengths as we look to build our brand and drive growth.”

Erik Wagner, executive client partner at Designit, added: "Zipfizz has been an incredible partner and collaborator, placing such trust in our creative vision. Because of the unique position that Zipfizz want to occupy in the drinks space, we needed a way to make the brand stand out - and we felt there was a real opportunity to have a little fun through this campaign. This didn’t just influence the creative, but the strategy behind our media plan as well."