Whether you liked it or thought it was a weird beer alternative, there’s no doubt that Zima had an impact on the drinking public in the 90s. Now, the drink is back, led by a totally retro ‘Back Not Back’ campaign from Mekanism and PR agency Olson.
With a 90s revival firmly in place – hello Backstreet Boys and NKOTB tours, plus Roseanne and Twin Peaks revivals – the timing seems right to bring back a slightly citrusy “malternative” beverage that went down easy.
The integrated campaign includes a new 8-bit brand website complete with neon wingding arrows, forced background audio bling, flying Zima bottles and lots of Comic Sans – all the things that made the early internet ‘da bomb.' You can research the joys of Zima on there, find where to buy the beverage and even download mobile Zima wallpaper for your mobile.
The campaign also features a chatbot via Zima's Facebook Messenger, which has a wealth of Zima and ‘90s pop culture entertainment at the ready created in partnership with the IPG Media Lab. Also, a social video is featured on Facebook, Twitter, Instagram, YouTube, created by Mekanism and its social agency Epic Signal.
The video shows things that are back or not back from over two decades ago, like dancing babies, beepers and brick phones (not back), or color-shifting shirts and vacuum-based haircutting systems (back). It’s all done with a big nod to the 90s, including teal and bright pastel tones and digital dance music.
Complementing the creative is the Olson team’s activations featuring a partnership with mega social media influencer Fuck Jerry, a seeding campaign to classic 90s faces including Jennie Garth, Mario Lopez and Third Eye Blind, and Zima sticker books.
The Zima comeback is said to be for a limited time – even though the beverage has remained available in Asia – so now’s the time to relive your Carlton dance and Rachael ‘do.
Lead Creative Agency: Mekanism
President/CEO: Jason Harris
Founder/Executive Creative Director: Tommy Means
Creative Director: Matt Stafford, Megan Farquhar
Copywriter: Dom Haury
Jr. Copywriter: Cory McCollum
Senior Art Director: Jamie Stark
Director of Brand Management: Rick Thornhill
Sr. Brand Manager: Amy Henning
Brand Manager: Kyle Goethals
Planning Director: AJ Livsey
Head of Production: Kati Haberstock
Sr Integrated Producer: Jessica Murray, Jackie Backer
Social Media Agency: Epic Signal
Director of Social Strategy: Josh Druding
Social Strategist: Charles Weichselbaum
Art Director: Andreas Aristides
Social Innovation Lead: Jeff MacDonald
Production Company: Sister Studios
Director: Adam Avilla
DP: Josh Blackman
EP: Lee Scharfstein
Line Producer: Greg Speck
Editor: Adam Avilla
Public Relations Agency: Olson Engage
Account Director: Giovanna Colson-Basurto
Senior Account Executive: Kylie Burness
Account Executive: Samantha Miller
Assistant Account Executive: Samantha Mayhew
Chat Bot Creative Development Agency: IPG Media Lab
Director of Creative Technology: Eric Stockmeyer
Conversational UI Software Engineer: Ryan Hinchey
Developers: Rohan Doshi, Bernadette Masciocchi
Creative Director/Copywriter: Jonathan Bellinger
Copywriter: Adam Goldman
Executive Producer: Margaux Ravis
Lead Interaction Designer: Xuedi Chen
Director of Client Services: Samantha Barrett
Client Services Manager: Emily Cleary
Director pf Strategy: Adam Simon