First campaign under refreshed brand platform targets Gen Z, mixing nostalgia with bold humor
Zipfizz, the energy and health drinks brand, has launched its new campaign, Get That Good Energy, developed as part of an ongoing collaboration with global design, advertising and marketing agency, Designit. The campaign is the first activation under Zipfizz’s refreshed brand identity, Run It Back, and marks a bold new creative direction for the brand as it aims to win over Gen Z consumers.
Designit was tasked with developing a platform to bring Zipfizz’s new identity to market, with the goal of tapping into Gen Z’s love of nostalgia. By ensuring the creative was culturally relevant, and leaning into aesthetic trends that chimed with Zipfizz’s purpose of making wellness easy and accessible, Designit built the new Zipfizz brand in a modern style, with a vintage twist. The result deepens Zipfizz’s connection with younger consumers and continues to resonate with its loyal Gen X and Millennial fans, firmly establishing Zipfizz as a fun, relatable wellness brand.
At the heart of Get That Good Energy is the idea of flipping negativity on its head. Drawing from everyday frustrations – such as $16 smoothies, being left on read, or people taking themselves too seriously – the campaign playfully reminds audiences that while Zipfizz won’t solve every problem, it helps cancel out bad vibes and delivers the clean, feel-good energy Gen Z craves, in contrast to its competitors that only offer a quick, unhealthy boost.
Running from September 8th all the way into next year, the integrated campaign spans streaming TV and social media, supported by paid distribution and Zipfizz’s owned channels. The hero film, Office Goddess, spotlights the brand’s newest flavor, Strawberry Kiwi, introduced in August of this year. The video is lighthearted, as the Office Goddess rejuvenates staff by providing good energy in the form of a dance party in the storage closet, which quickly spreads throughout the office. A second creative, Aerobics, will debut in November as part of a move to sustain momentum with fresh storytelling across streaming TV.
As well as driving awareness and consideration among Gen Z audiences, the campaign is designed to deliver measurable business impact across Amazon, Zipfizz.com, and Costco.
Marcela Kanalos, VP of Marketing at Zipfizz commented “Get That Good Energy is more than a campaign for us – it’s about debuting our refreshed identity to our loyal customers, while introducing Zipfizz to a new cohort. Designit understood our vision of creating a brand that conveys a positive and approachable energy, not just functionality. As we reintroduce the brand, our goal is to make every interaction with Zipfizz feel energizing, joyful, and unmistakably fun – something Designit have effectively brought to life.”
Siena Schraml, Account Manager at Designit, said: “Zipfizz continues to be a great collaborative partner, giving us the trust and freedom to be creative. With Get That Good Energy, we saw an opportunity to reintroduce the brand by leaning into nostalgia and humor – both amplifying the brand’s awareness with Gen Z, without alienating long-term fans of the brands. The result is a campaign that grabs attention, raises a smile and amplifies Zipfizz’s voice in a crowded category.”
