FCB Set for Spring Launch of Ziploc’s New Tabletop Line

Foote, Cone & Belding will create a $35 million TV campaign behind S.C. Johnson’s new line of disposable tableware and store products, set to be launched early next year under the Ziploc brand.

Sales representatives for the Racine, Wis., company have said the push, with a total layout of $50 million, will be the biggest in company history.

The new line of Ziploc “Tabletops” will include reusable and disposable plastic plates, cups and storage containers; it’s meant to fill a niche between disposable items and items that can’t be thrown out.

The line will be touted as perfect for picnics and on-the-go lifestyles, sources said. Details of FCB’s creative executions could not be learned.