Case Study
Zip Water is a 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. The client needed to introduce its HydroTap—an innovative faucet dispensing instant pure-tasting chilled, boiling and sparkling water—to the North American market. I worked in collaboration with a creative agency in Chicago to deliver hyper-localized campaigns, point-of-purchase displays, social media support and print collateral to do just that.
Market Research
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.
The Solution
We 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. I worded with the team to design the experience from the booth structure/graphics, to the product demonstrations to the pre-show and post-show activities.
