SC Johnson acquired the Space Bag brand last year, and it is now being co-branded under the Ziploc label. The company is showcasing the repositioned product at the International Home + Housewares Show in McCormick Place’s North Hall.
“We feel that it is a great fit strategically because of the protection and the consumers’ association of safety and reliability with the Ziploc brand,” said Tyeise Huntley, associate brand manager, Ziploc.
Although the Ziploc seal has been associated with food, the consumer can make the connection between keeping food sealed safely and keeping clothing and other valuables safe, said Huntley.
SC Johnson also aims to make the consumer more aware of the different segments that Ziploc Space Bag offers through color-coded labeling on its packages that designates Bags, Cubes, Combo and Travel.