IZZE: SPARKLING JUICE
DIGITAL BRAND CAMPAIGN I MEDIA BUY I ACTIVATION
QUICK BRIEF:
INTRODUCE IZZE AS A BOLD, UNAPOLOGETIC BRAND THAT ALLOWS THE YOUNGER GENERATION TO EMBRACE THEIR TRUE BOLD, UNAPOLOGETIC SELVES.
WHAT I DID:
Qualitative Research
Quantitive Research
Strategic Development
Deck Flow + Presentation
RESEARCH TYPE:
Secondary Research
Consumer Reports
Interviews
THE LANDSCAPE:
In a world full of healthy choices, Izze: Sparkling Juice does not stand out - nor does it authentically engage with the younger generation.
THE BRAND:
Izze is a fizzy fruit juice founded in 2002.
THE GOAL:
Redefine the rules of individuality.
THE CHALLENGE:
A lack of boldness in the brand has caused a lower awareness in the product among Gen Z.
THE PROBLEM:
The brand struggles to resonate with the younger generation.
The Strategy:
GET YOUNG UNAPOLOGETIC TRENDSETTERS TO FEEL ENCOURAGED TO STEP OUTSIDE OF THE PRESSURES THAT PREVENT THEM FROM EMBRACING THEIR TRUE, AND UNAPOLOGETIC SELVES
THE OPPORTUNITY:
POSITION IZZE AS THE DRINK THAT REDEFINES THE RULES.
Target Audience:
AGE 13-17
YOUNG PEOPLE AGES 13-17 ARE LOOKING FOR A SAFE, AUTHENTIC SPACE WHERE THEY CAN EMBRACE THEIR INDIVIDUALITY FREE FROM EXPECTATIONS AND JUDGEMENTS.
FOR REAL. FOR YOU.
CELEBRATING INDIVIDUALITY. CELEBRATING STYLE. CELEBRATING YOU.
