izze advertising proposal
TRANSCRIPT
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
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