izze advertising proposal

Chris Brown Peter James Drew Olkowski Jill Weidman Jacob Marmor

FIRST NAMELet’s keep it on a First Name basisWe’ll tell you everything exactly how it is, no bologna

SITUATION ANALYSISIzze The Switch Fruit 66 San Pellegrino

• Natural Ingredients

• Healthy alternative

• Good website

• Expensive

• Low awareness

• Different flavors

• Cheaper

• Vitamins + Gluten free

• Only vitamins

• Childish appeal

• Low calorie

• Market toward children

• Less sophisticated

• Authentic

• Different packaging

• Limited flavors

• Unknown

GOALS

Reach 70% comprehension, 50% conviction, 9% sales increase

March 2015 - February 2016

Budget: $12 Million

RESEARCHPrimary

Surveys (Media Preferences)Observational Research (Point-of-Purchase locations)

SecondarySimmons OneView (Demographics, Psychographics, Geographics)

TARGET MARKET

BRAND VALUE PROPOSITION

Functional Benefits:70% Juice 30% Seltzer. No added artificial flavors/colors. 2 servings of fruit

Emotional BenefitsNo need to feel guilty drinking a carbonated beverageVibrant and positive brand guarantees a good mood

Self-Expressive BenefitsPeople want to be seen drinking IzzeVisually appealing design shows users are unique and have a sense of style

CAMPAIGN STRATEGYProblem

Not prevalentMovement toward healthy lifestyle

SolutionFocus on all-naturalAuthentic tastePersonal connectionOwn “Nature”

BIG IDEA

PRINT

PRINT

OOH (BILLBOARD)

ONLINE

TELEVISION

RADIO[waves lapping] Ellie: Thanks for kayaking with me, Dan! Dan: Any time, Ellie! Look, river dolphins! Ellie: Wow! Let’s celebrate with some Izze sparkling juices.

[bottles clink] Ellie: They’re coming closer! Right up to our boats!--

[two loud thunks followed by two splashes] Dan: They took our Izzes! Announcer: Nature wants it back! Delicious Izze sparkling juices are made with all-natural fruit juice and just a splash of seltzer. Tweet ‘#NatureWantsItBack’ to win free Izze brand products.

[bottles clink and dolphins chirp]

MEDIA CHOICESInternet– YouTube– Amazon– Spotify– Twitter– Pinterest

Magazines– Cosmopolitan– GQ– National Geographic– People

MEDIA CHOICES (CONTINUED)

Out of home– New York – Chicago – Buffalo– Los Angeles– Miami – Boston – Atlanta

TV– Discovery Channel– ESPN– History Channel– Food Network/Bravo

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BUDGET & ALLOCATIONS

BRAND ACTIVATIONGrassroots and Social Media– Urban Gardens Project– Hashtag and handle placement

Sampling– Gas stations and supermarkets– Coupon

BRAND ACTIVATION

EVALUATION

THANK YOU