Table of Contents
Agency Introduction………….2
Creative Brief……...…………3
Situation Analysis……...…….4
Brand Overview……...………5
Category Overview………..…6
Competition…………………..7
Advertising Overview………..8-9
SWOT Analysis………...……10
Targets and Goals………..…..11-12
Summary…………………….13-14
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to a successful client and agency relationship and we do our best to give you what you
want. Our agency optimizes tools for research, creativity and planning in order to give
you the best results.”
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Creative Brief
Date: April 28, 2014
Client: IZZE Beverage Company
Agency: Infinite Advertising
The Goal: The goal of this creative campaign is to leave a positive, lasting impression of
IZZE Sparkling Juice with consumers.
The Challenge: The IZZE brand is not well known. When most people think of a healthy
drink, they don’t think of a carbonated beverage. There is a need to educate people about
why IZZE is the right beverage choice.
The Approach: This campaign will bring together the high reach and frequency of
mainstream media with the personal feel of face-to-face interaction. We will raise
awareness for the brand and tell consumers why it should be their first choice.
The Plan: Most of the budget for this advertising campaign will be used for cable TV
spots. This will raise awareness for the brand with the target audience, adults age 18-49.
Four percent of the total budget will be used to set up IZZE beverage stands at various
music festivals around the country. IZZE Sparkling Juice drinks will be given out for free
at these stands. The stands will be at the music festivals Summerfest, Coachella, Ultra
and Lollapalooza.
Creative: The cable TV ads running from March to August will feature the slogan “IZZE
Your Way Into Summer.” The booths will also feature large banners featuring the same
slogan. Ads will focus on the natural ingredients and refreshing tastes of IZZE beverages.
At the end of each commercial and incorporated into each booth will be the hashtag
“#IZZEMe” inviting consumers to interact and share how they about the brand and its
products through Instagram and Twitter.
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Situation Analysis
IZZE Sparkling Juice was founded in Boulder, Colorado by Todd Woloson and Greg
Stroh in February of 2002 and was named after Woloson’s daughter, Isabelle. They
created a juice blend that would contain real fruit juice and natural fruit sugars to sweeten
the juice. There are between 87 and 107 calories in every eight ounces of IZZE, which is
equal to or lesser than most juice drinks and sodas. Most importantly the sugars and
carbohydrates in IZZE are all naturally occurring and come from wholesome, natural
sources. Along with creating the brand, Woloson and his wife , Eliza combined the brand
with their non-profit organization called Global Education, a fund that works towards
helping less fortunate children receive the education that they need. Today the IZZE
advertises recycling as part of their campaign strategies as well.
PepsiCo purchased IZZE in 2006 and planned to reinvent a marketing strategy for the
product, as it was initially a challenge for the two co-founders. IZZE is now pushing to
go national and make the brand ubiquitous to guarantee convenience in buying the
product.
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Brand Overview
IZZE brand can be found primarily on the West Coast of the United States through
retailers such as Trader Joes, Whole Foods and in bulk at Costco and through Amazon.
IZZE is an emerging brand with a lot of competition in several beverage categories. The
brand is focused on remaining all-natural and pure; these qualities help differentiate them
in the market for beverages as well.
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Category Overview
IZZE Sparkling Juice is a part of the carbonated soft drinks category in the market for
beverages. While this is the primary category for IZZE, they still remain in competition
with beverages in other categories such as fruit juices, flavored drinks and noncarbonated soft drinks. The carbonated soft drinks category is very large and crowded
with many competitors trying to differentiate themselves with branding in order to stand
out to consumers.
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The Competition
Competitors of IZZE include beverages in a variety of categories. Competitors of IZZE
include beverages in a variety of categories. With IZZE being a soda-like product with no
refined sugar, caffeine or preservatives it’s brand is able to up against a variety of
products, not just fruit juices. IZZE beverage is a unit of PepsiCo and competes with
three other major brands including Coca-Cola, Monster Beverage Company, and Dr.
Pepper Snapple Group.
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Advertising Overview
Current Advertising for the brand uses bright colors to portray the all-natural fruit
concept. The advertisements often go with the theme of making healthy choices for
yourself and the environment as well. IZZE doesn’t currently have any television
advertisements and has very minimal radio advertisements. Aside from print advertising
and selling IZZE in stores such as Whole Foods, Trader Joe’s, and Costco, most of their
advertising has been done through word of mouth or through social media, and so far it’s
doing a fair job. Although this is a unique and laid back advertising technique the reality
is that there are 35,000 supermarkets in the USA and IZZE is being sold in less than 12%
of these markets. In hopes to go national IZZE, owned by Pepsico, is pushing to market
their product with a goal of 70% distribution to major supermarkets in the next two years.
With goals like these there is much work to be done.
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Media Vehicles
Cable TV is the vehicle used in this plan. This vehicle indexes high with consumers of
carbonated beverages and sodas. TV is also a good way of raising awareness among a
large range of people. Awareness is important in this plan, because brand awareness for
IZZE is currently estimated at 12 percent nationally. Primetime TV indexed the highest
for consumers in this product category, but it is expensive. We will spread out our cable
TV ads to get the most out of the budget. Four percent of the total budget will go toward
stands at music festivals. These stands will promote the drink and give away bottles of
IZZE. The beverage stands will be at the music festivals Summerfest, Coachella, Ultra
and Lollapalooza. The total budget available for this plan is 18 million dollars.
Timing and Scheduling
We will use a 12-month plan and focus on the summer and spring months of the year
with some advertising the remaining months. Our budget is 18 million dollars, which
would average to one and a half million dollars per month. Between the months of April
and September, we will spend twice as much money as the other six months of the year,
spending two million those months and one million the other months. IZZE is more
known as a tropical fruit drink and will be advertised more during the warmer months of
the year.
SWOT Analysis
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Strengths




Weaknesses

Marketed by Pepsico, a large
corporation that already has a lot of
reach
Not exactly alike to any other
product
One of the only all natural fruit
drinks owned by a major
corporation
The concept of all natural is
trending in the United States as
health is and will always be an
important aspect of life


Opportunities



Not found in all major stores,
accessibility is an issue because it it
not sold everywhere
Internal competition from other
PepsiCo products that are marketed
more heavily
Lack of awareness/not well known
Threats

Attract consumers looking for
healthier drinks that are still
carbonated
Use the PepsiCo corporation to
heavily market the product as it
could still be considered fairly new
to consumers
Potential to expand market share


Goals
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Internal threats because PepsiCo
markets their well-known products
very heavily
Health conscious products are in
demand so there is potential for
copy-cat products
Carbonated drinks aren’t sought out
by health conscious people
Goal Reach: 60-75
Goal Frequency: 3.0-6.0
The goal is to achieve national recognition for the IZZE brand. Currently, IZZE is only
sold in 12% of convenient stores and supermarkets nationwide. IZZE’s goal within two
years is to distribute to 22% of stores nationwide. The goal reach will range from 60 to 75,
and the goal frequency will range from three to six, with our goals being the highest from
April to September. High reach and frequency goals are set because IZZE is not a wellknown brand nationally. In hopes of going national with IZZE, Pepsico’s goal is to
distribute to 70% of major supermarkets in the next two years.
Demographic Target
11
Our demographic target markets include adults 18-44. Since our goal is to promote
national use of IZZE, we do not want to limit our audience to one sex. It is important for
the brand to create a gender-neutral identity of the brand by focusing on the natural and
pure aspects of the product. Adults 18-24 indexed the highest for carbonated juice drinks
users at 134, 25-34 indexed at 127, and 35-44 indexed at 117. Since these age groups
indexed relatively high within close proximity to one and other, we believe the brand will
achieve its highest market potential with a combined age group of 18-44.
Geographic Target
IZZE’s media plan will air nationally to catch the attention of its target audience.
Although our strategy for the demographic target market is to pick the highest indexing
users to insure usage, our strategy for the geographic market is to target those age groups
in heavily populated locations generally unaware of the brand but still consume
carbonated juices drinks. It is important the IZZE brand to achieve national recognition
but also utilize the exclusiveness of spot advertising in the case of promotional stands at
popular musical festivals around the U.S., as an attempt to create a dialog with our
audience.
Performance Measurements
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We either came very close to or met all reach and frequency goals. We are confident that
the beverage stands at music festivals will also add somewhat to the reach and frequency
in those areas.
GRP Goals: Blue
GRP Est: Red
Summary
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Category: Carbonated Juice Beverages
Brand: IZZE Carbonated Beverages
Goal: To achieve national recognition for the IZZE brand.
Strategy: Using traditional and nontraditional media outlets to reach a diverse target
audience. Strategically chosen network television channels will be used to reach a
national audience. Promotional stands will be used at popular music festivals as a way for
the brand to interact with its consumers.
Target Demo: Adults, 18-44
Geographic: National with some spot in accordance to music festival locations
Timing: Year-round with heavy advertising during summer and spring months. Less
focus on cooler months.
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