Zscaler // Be More Avocado

It’s not just about the technology, it’s about doing the unexpected

The Company

Zscaler operates the world’s largest cloud security platform, protecting thousands of enterprises and government agencies from cyberattacks and data loss.

Zscaler Be More Avocado Billboard
Zscaler Be More Avocado Billboard

The Challenge

Technology evolves rapidly, so when new solutions hit the market, customers have to know not just what it is, but how it helps them, and fast. Zscaler was known primarily as a URL-filtering vendor, so upon releasing a brand-new security product that focused on protecting the core of a network, the organization needed to quickly position itself to ensure the target audience understood how its security worked.


Humanizing Technology

We identified that traditional security was built like a coconut, a hard perimeter but with nothing on the inside. Given the modern workplace consists of hybrid, on-site, and remote employees, security needs to be more like an avocado, i.e. a soft exterior, with a hard core protecting what’s important. The ‘Be More Avocado’ campaign drew parallels between the coconut/avocado security analogy and Zscaler’s product, helping the sales team easily explain their technology and philosophy to customers.


Campaign Blueprint
Defining Ideal Customer Profiles
Research & Insight
Direct Mail
Social Ads
Breakfast Briefing Presentation



Organizations targeted


Engagement across briefings

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