What began as the mere challenge of branding, differentiating, and launching a new CPG brand only grew to new and greater challenges over the years together. But, that’s what comes with being an agency of record to an agile, disruptive lifestyle brand like ZENB. So, from going from zero awareness to an extensive content ecosystem that drove community…to positioning them as more than another snack…to expanding & localizing into global markets…to not only getting through COVID but growing and growing throughout, it was a wild, wonderful ride on ZENB.

The most interesting thing about this was global expansion. We had to create content in the US…for Japan. So, we had a translator and cultural guide to help on shoots. Things I would not have known: you can’t have anything heavy on high shelves, like a vase on the kitchen cabinet, because earthquake anxiety would set in when watching out commercials. You have to show all the fingers on people’s hands when they eat so people don’t assume yubitsume. And, you can do some really weird shit and it’s normal.

Fun fact: We had two segments on Ellen and she didn’t even yell at us once!