IZZE: The Last Ingredient

We at Roots Media are five extremely ambitious individuals, when put to
the challenge, spark the finest ideas to generate campaigns filled with
endless creativity, originality, inspiration, and success. We are determined to
bring your business to life by designing a campaign that is not only on
brief, but on that shows out-of-the-box ideas and pushes your business to
its innovative limits. Our goal is to get to you know, your customers, and
your business as a whole, in order to develop a campaign that contains
every aspect you are looking for while maintaining but yet still growing your
company’s image. When all’s said and done, Roots media knows how to
execute efficiently and build stronger campaigns than most. We grow your
business from the ground up. Are you ready to climb to the top?
A Little About Us...1

Table of Contents2
ABOUT US.................................................................................................................................................................................................1
EXECUTIVE SUMMARY.......................................................................................................................................................3
SITUATION ANALYSIS
Brand Analysis.......................................................................................................................................................................................4
Target Audience Analysis........................................................................................................................................................6
Competitive Analysis......................................................................................................................................................................7
SWOT Analysis........................................................................................................................................................................................11
Situation Analysis Recap..........................................................................................................................................................12
MEDIA OBJECTIVES & STRATEGIES
Objectives....................................................................................................................................................................................................13
The Big Idea............................................................................................................................................................................................14
Media Mix......................................................................................................................................................................................................15
Geography..............................................................................................................................................................................................23
Brand Activation................................................................................................................................................................................24
Scheduling & Timing....................................................................................................................................................................33
CREATIVE STRATEGY
Creative Breif......................................................................................................................................................................................34
REFERENCES.....................................................................................................................................................................................35
APPENDICIES
Appendix......................................................................................................................................................................................................36
Meet The Team.................................................................................................................................................................................43

Executive Summary
Within the Carbonated Juice industry and Sparkling Beverage, IZZE competes with brands that
are also known for their flavored, sparkling drinks. San Pellegrino, ICE, Polar Sparkling Water and
La Croix are nationally distributed in the United States more than IZZE. Due to this, IZZE sales are
low and statistics show that western cities are more likely to purchase Sparkling Juice than any
other region. IZZE’s lack of brand awareness among their competitors makes it difficult for IZZE
to attain a higher brand and category development index. Roots Media will be implementing
strategies to increase awareness within major cities in the USA that have a low percentage of
IZZE’s brand recognition, so that consumers immediately choose to purchase IZZE products. We
will create a better brand awareness within those cities by developing a campaign around IZZE
Sparking Juice as the “last ingredient” to top any snack, meal or activity. Through print advertise-
ments, radio, television, social media campaigns, and through our brand activation, we hope to
meet our primary target audience of female consumers ages 18-30 and secondary target mar-
ket of females ages 25-40. By being present in areas, stores or on television shows that our pri-
mary target audience may be in such as music festivals like Coachella or Bonnaroo to having
an IZZE product placed in Food Network’s TV show, ‘Chopped’, we hope to increase our sales
by 15%. For our younger consumers in college, Roots Media will use guerilla marketing in com-
munities and college campuses in our geographic areas to generate interest based on a value
appeal for IZZE. Additionally, we want to meet the consumers’ needs for an alternative bever-
age that resembles soda, especially for our health conscious drinkers. Consumers have to pay a
heavier price for IZZE products, and by choosing this healthier, lower-calorie drink, they lose the
option to consume other beverages that may provide caffeine, such as coffee, or vitamins, such
as pre-made smoothies. Secondary competitors include water, fresh juice and soda.
3

Brand Analysis
Analysis of Marketing and Sales Objectives
Roots Media will create better awareness within major cities in the USA that have a low percentage of IZZE’s brand recog-
nition. We will create a better brand awareness within those cities by developing a campaign around ‘IZZE Sparkling Juice’
as the “last ingredient” to top any snack, meal or day off. With this awareness, IZZE set our goal to increase distribution
nationally by 30%. In order to achieve our distribution goal, IZZE has allocated an $18 Million budget for our media plan.
Category Trends
Carbonated Juice Industry, and Sparkling Beverage category during the years 2009 and 2014, the consumption of
sparkling water raised by 56.4%, and the ‘Independent Woman’ emerged.
Economic and Societal Trends and Factors
IZZE currently competes with other brands, like San Pellegrino, ICE, Polar Sparkling Water, and La Croix, that are known
for their flavored, sparkling drinks. IZZE has been positioned as a carbonated soft drink, but through our marketing
campaign and sales strategy, we also hope to develop the idea that the brand can be trusted and associated with
convenience and exquisite taste to top off their snack, meal or day as the last ingredient.
Positioning
Carbonated Drinks Industry, and Sparkling Juices category
Geography & Timing
IZZE Sparkling Juice is nationally distributed in the United States, and can be ordered online off of websites, such as
Amazon.com, for those that do not have a grocery store that provides the brand. Despite the national distribution, IZZE
sales are low, and statistics show that western cities are more likely to purchase IZZE Sparkling Juice than any other region.
4

Brand Analysis
The 4 C’s Analysis
Customer Wants & Needs
IZZE Sparkling Juice: IZZE has a variety of
product lines in various flavours and sizes;
they offer their all-natural sparkling juices in
eight or 12-ounce containers. As opposed to
other sparkling juices, IZZE’s sugar naturally
comes from the fruit they use, and their
original IZZE line does not contain added
high-fructose syrup.
How IZZE meets the consumers’
wants and needs
Due to the natural ingredients they use,
IZZE serves as an alternative beverage to
both high-fructose-filled soda to flavored
water. For our health-conscious drinkers, it
is important for them to understand what
ingredients are being used in their bev-
erages, and by being clear about IZZE’s
low-calorie option beverages, we are able
to meet their desires to watch what they
consume. IZZE also fulfills the desire for
soda our other consumers may crave.
IZZE
Twitter 19.5k
Instagram: 3286
Pinterest: 678
Facebook: 248,341
4 Ps Analysis
Product
IZZE Sparkling Juice
Place
United States America
Promotion
Traditional and digital media,
having product placement in TV
shows, along with being present
at musical and food events,
our demographic is expected
to be involved. Our restaurant
contracts are also an effort to
emphasize our “IZZE, the Last
Ingredient” campaign.
Price
8.6 fl oz can: $0.89
4 pack of 12 fl oz bottles: $4.99
5
Consumers have to pay a heavier price for
IZZE products, and by choosing this healthier,
lower-calorie drink, they lose the option to
consume other beverages that may provide
caffeine, such as coffee, or vitamins, such as
pre-made smoothies. 8.6 fl oz can: $0.89 -
4 pack of 12 fl oz bottles: $4.99
Communication
Print advertisements, commercials and social
media campaigns
Convenience:
Distribution is not consistent across the United
States despite IZZE’s presence nationally. Not
all towns and grocery stories have chosen
to distribute IZZE Sparkling Juice, thus limiting
the local access to the product.
Cost

Target Audience Profiles
Primary Target Market Demographics
Angela is a 25 year-old living in New York City. She’s currently
an executive chef at one of New York’s premiere organic
restaurants. When she is not exploring her passion for cooking,
Angela can be seen jogging with her dog around Central
Park, or performing in local coffee shops playing with her band.
Angela is passionate about her culinary and musical career,
and she hopes to one day combine the two and own her own
music bistro in New York City.
Secondary Target Market Demographics
Corinne is a 36 year-old stay-at-home mother of three in the
greater Los Angeles area. After quitting her job as a market-
ing director, she devoted her time to her kids. She loves to
explore cook books and create exciting dishes that are both
delicious and healthy for her family. During her free time, she
enjoys watching TV with her husband and browse magazines
on her patio.
Carinne
Angela
6

Competitive Analysis
San Pellegrino
Facebook: 489,468
Pinterest 898
Insta 11.6k
Twitter - none
Strengths
With 109.23 million sales in 2015, they have a lot of brand recognition
and a large reach. They have six different flavors which makes the brand
diverse.
Weaknesses
Their flavored drinks only come in cans that are 18 real fruit juice com-
pared to Izze’s 100 real fruit juice. Their social media is poor and there
is not a lot of content. Their advertising is also very minimal.
Advertising
Their advertising is minimal and a bit vintage looking. This
ad focuses on an italian getaway and features a cam-
paign slogan “Sunshine in a Bottle”, this focuses in on their
italian roots.
8

ICE
Facebook: 99,552,888
Twitter: 29.6k
Insta 34k
Pinterest: 760
Strengths
Well priced at 99 cents a bottle and in 11 different flavors ICE holds 26.8% of the market
share. In 2015 they made 388.1 million in sales revenue. Their website is well done and easy to
navigate. Their product comes in bottles and cans which offers diversity to consumers. ICE is
also zero calories which is a pull to a lot of consumers.
Weaknesses
Only 3% of ICE drinks is real fruit juice. Their website and social media are cluttered and have
low content value.
Advertising
Their sparse advertising only focuses on the product and its many different flavors. featuring high
quality images, their logo and slogan “Naturally Flavored Sparkling Mountain Spring Water”.
9

La Croix
Facebook: 231,494
Twitter: 6,935
Pinterest 2,200
Instagram: 26,500
Strengths
No calories, no sugar, to sodium and in 19 different flavors La Croix have 109.68
million in sales revenue in 2015. Sold widely at Whole Foods Market, where you
can buy it by the case. Strong social media presence with high quality content
and interaction with consumers. As a sponsor for Susan G Komen Race for the
Cure they receive a lot of media coverage and word of mouth.
Weaknesses
Not sold at wegmans. Not a lot of advertising and a low market share of 6.2%.
The brand name is hard to pronounce which could harm word of mouth and
name recognition.
Advertising
Although their traditional advertising is hard to find, their social
media is full of rich content from the company and from users.
They are high content images that are well targeted at the pri-
mary audience of younger women. Many posts show how much
the consumers enjoy and have fun with the product.
10

SWOT Analysis
Strengths
• Natural ingredients & healthier alternative to soda
• Variety of flavors
• Aesthetically pleasing logo
• Website is easy to navigate/easy to order onlin
• Owned by Pepsico & has a presence on the major
social media platforms
• Strong corporate social responsibility – partnership
with the Global Education Fund, publishes recipes to
inspire consumers
Weakness
• mall media planning budget
• low awareness
• doesn’t have a clear product positio
• not easily accessible in all areas
• Pepsico focuses on larger brands & tends to be
more expensive
Opportunities
• Our society is becoming more health conscious
• Constantly looking for healthier alternatives,
• Economy is improving, social media,
Threats
• Niche market
• High brand recognition of other brands
• Lack of motivation to switch brands
• Distracted audience
11

Situation Analysis Recap
Key Challenge
The primary challenge IZZE faces is that the brand lacks awareness. IZZE’s competitors have a higher brand awareness among
the targeted audience. As a result of the IZZE’s low awareness, it makes it more difficult for IZZE to attain a higher brand and
category development index.
Key Consumer Insights
As a result of the low brand awareness, IZZE is not the brand consumers immediately choose to purchase and doesn’t cross the
minds of customers. By choosing a target audience whose lifestyle aligns with IZZE’s products, awareness and sales are subjected
to increase.
12

Objectives
Target Audience and Media Mix
To gain brand loyalty among women ages 18-30 through an effective
strategy of targeting women who are already health conscious. To reach
this target, we will place advertisements in various mediums: radio, televi-
sion, social, transit, magazine, and through our social media accounts. In
addition, through brand activation, we will implement events to generate
awareness for the IZZE products.
Reach, Frequency and GRPs
During the peaks of the pulsing schedule, IZZE will launch a campaign
that has a reach of 85, an average frequency of 3 and 255 GRPS.
Geography
To execute both a national and spot approach in the following DMAs:
Boston, Portland, New York City, San Francisco and Los Angeles. These
designated marketing areas were chosen as a result of their high index
numbers within the sparkling fruit beverage category.
Scheduling & Timing
To launch a national campaign with spot heavy-ups in the DMAs listed
above. By implementing spot heavy-ups during our promotional events
and in the DMAs, it will generate awareness and increase brand loyalty.
Budget
To execute a media plan with a budget of $18 million.
Overall Goal
To increase brand awareness for IZZE prod-
ucts among our target audience nationally
by 70%
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The Big Idea
IZZE isn’t just a sparkling soda, it’s a drink that makes your life full and completes
your day. You can be sure that whatever you do, when you top it off with IZZE,
you won’t be dissapointed. It is the last ingredient in making your good time, a
great time.
14

TV Media Mix
TELEVISION
Television is a medium that allows brands to truly bring their products to life by creating a platform that focuses on reach and frequency.
TV shows bring a major source of entertainment to the world and specifically our target audience. Because our primary target is very
immersed in staying healthy, culinary, and travel as well as our secondary target who enjoys watching TV with her husband daily and also
has a love for cooking, we will be placing several :15 spot-heavy ads in TV shows such as Chopped on the Food Network, The Cooking
Channel, The Travel Channel, Kardashians on E!, Grey’s Anatomy and Scandal on ABC, and The Real Housewives and Top Chef on
Bravo. Our target audiences watch these type of shows and view these networks daily in regards to their personal interests and hobbies.
Each TV station we will choose has fairly high indexes, making this medium very appealing to place advertisements. By advertising during
these shows, our goal is to expose our IZZE brand enough times to our audience to increase our campaign frequency.
An example of an ad we created to be part of our “Last Ingredient” Campaign is a full speed ad showing a women traveling the
world. Each time she reaches a location(showing an outstanding view) in each country, it shows her lips sipping a drink – showing a sense
of accomplishment (cannot see what she is drinking – drink is cut off) –commercial slows down at the end..the women gets to her final
destination and pops open a nice IZZE and takes a sip - and it states Top Your Day Off With IZZE.
E! News is the station that you can find out all the latest news on celebrity scandals, gossip, and entertainment news. We will place ads
during Keeping Up With the Kardashians because it has a high index of and is a reality TV show that our target highly relates to
and enjoys watching many days out of the week.
15

TV Media Mix
Bravo is a network that airs various reality shows as well as high-end lifestyle type of shows. We chose to place our :15 ads during Real Housewives and Top Chef.
This fits our high-educated, city living, and cooking oriented target audience’s persona to a T. Real Housewives is very similar to the style of Keeping Up with the
Kardashians and Top Chef is another American reality cooking competition television series that our target adores watching. These are two select shows on Bravo that
our target likes to stay engaged with. This network is great for IZZE’s ad placements because not only is the index 162, which is above average, but the shows that
we chose to air the ads during covers many of the interests of our target audience, which will keep them watching, allowing for them to be repeatedly exposed to
IZZE’s advertisements.
Syndicated Television Shows
The Cooking Channel is a network that has recurring shows about food or with top global chefs sharing their best recipes and demonstrating some of their specialties
in cooking technique videos. With an index of 166, The Cooking Channel fits right with our brand image for IZZE along with both our primary and secondary target
audience because cooking is deeply a part of both of their daily lives.
The Food Network is very similar and goes hand in hand with the Cooking Channel. Since both of our targets have a love for cooking, we chose to feature IZZE on
the show Chopped. Chopped is a reality cooking show where 4 contestants compete to create the best meal out of a ‘mystery basket’ full of ingredients that the
chefs are unaware of in advance. IZZE will be placed in one of the chopped baskets for the show.
The Travel Channel is a network that allows the viewer to experience travel videos, shows, and guides on top travel destinations. It provides tips, shows updates, and
presents trip ideas. This network has an index of 157, allowing for a big chance to increase our brand awareness, frequency, and reach for IZZE. Our audience is big
on travel, so they will be very consumed in this network, therefore our advertisements will reach our intended audience.
National Television Shows
ABC - Grey’s Anatomy & Scandal
16

TV Media Mix
Media Buy
86.7% of our total budget ($15,600,700) will be allocated towards purchased media, while the remaining 13.3% ($2,398,400)
will be spent in our grassroots marketing tactics. In that 86.% of our budget, will be spent in television advertising for a few
reasons. First, our Simmons research concluded that our target is 60% more likely to consider themselves a “TV-addict” and
88% more likely to remember a brand name if they saw it in a television commercial. Also, because of our lower than aver-
age allocation towards spot marketing, we wanted to make up for it by using the media (TV) with the most viewer potential.
17

Magazine Media Mix
MAGAZINE
Magazines are a great medium to place advertisements especially because there is a magazine for everything, so you are bound to find the
right one that fits perfectly with your specific product, brand, and campaign. With an index of 146 for our audience who often reads advertise-
ments in magazines just out of curiosity, IZZE can be sure to benefit from this medium. This nails our secondary target audience because they
love to browse magazines in their spare time.
Women’s Health
We will be placing several IZZE advertisements in the Women’s Health magazine because it reflects the lifestyle of
our target audience. Our primary target audience is women who are very into fitness, nutrition along with a healthy diet
and staying active daily, even with their busy lives. Our primary target tends to stay in tune with the outdoors by jogging
everyday through Central Park with her dog. So, with that said, this magazine is a very adequate fit when buying our
media.
People
Our second magazine choice for our IZZE ads is People magazine. This magazine supplies exclusive access to exclusive
interviews with all the celebrities that members of our target audience follow through different outlets. It is one of the
most popular celebrity magazine and our target tends to read through the issues of this magazine when they want to
relax and catch up on some of the new social celebrity gossip.
Food Network
Our third choice is the Food Network, which is a magazine that takes you behind the scenes of our targets favorite Food
Network chefs and provides entertaining ideas for the holidays, special occasions, or just meal ideas for any type of day
or night. Our target market is able to find out all the Food Network Star secrets. Our target, primary and secondary
tend to use some of these “secret” recipes to cook for their family on a weekly basis for ‘Surprise Sunday Dinners’.
18

Magazine Media Mix
Media Buy
3% of our purchased media budget ($288,360) will be used to purchase full page and full
color ads in 3 magazines we believe best fit our target market. People, Women’s Health,
and the Food Network are all magazines that pertain to the interests of our perceived IZZE
drinkers. This specific medium was chosen because according to Simmons, sparkling juice
drinkers are 64% more likely to consider magazines worth the money, and 46% more likely
to read magazine ads just out of curiosity.
EXAMPLE PRINT AD
19

Radio Media Mix
RADIO
Pandora
Radio is a very important medium to tap into, especially when your primary target are women who are on the go many times
out of the day. These women can be reached through this medium the best because of their daily routines. We will be placing
:30 ads through Pandora Radio. We chose these this type of online radio because although traditional radio is popular when
commuting to work in your cars, our target often switches to online radio throughout the day when they are not in their cars
regarding their daily routine.
Media Buy
10% of our purchased media budget ($1,639,200) is allotted to radio. This is our second highest portion of the purchased media
budget because we believe our target market is extremely familiar with Internet radio, especially Pandora. Our demographic is
always on the go, so we purchased radio dayparts for all times throughout the day in hopes that they will have the opportunity
to hear our radio ads while they’re driving/walking to and from work, during the day when they are working, as well as later
in the night when they’re unwinding and just want to listen to music. We chose to spend more during the Night Time day part
because we believe the young professionals are most likely to be relaxing and more focused on the music, and in return the ads.
20

Social Media Mix
SOCIAL MEDIA
Our target audience is comprised of young, curious, high-quality, engaged women who have a very strong connection to social media
as well as a high presence. They are very in-tuned with what is going on around them in the world of celebrities. As a result, it is essential
that we take advantage of this medium in order to be able to accommodate their online actions and behaviors.
We will advertise on Twitter, Facebook, Buzzfeed, Instagram, Youtube and Pinterest. Our target audience is always posting pic-
tures on instagram of meals that they’ve learned how to cook, searching tips on youtube, looking up the current buzz in today’s world
on buzzfeed, or connecting with co-workers and other girlfriends on facebook and twitter.
For example, specifically on Buzzfeed, we will be placing an interactive banner ad sponsored by IZZE in the food section. It will show
a few ingredients sitting in a row and a bowl. The user is able to click each ingredient and drag it over to the bowl. Once they drag
each ingredient to the bowl, it will automatically start mixing up the ingredients and ultimately creates one of the IZZE flavored drinks.
The banner will then pop up a link to direct the consumer to the recipe page on our IZZE website.
In addition, we plan to have consumers share their experiences with IZZE through these social media outlets by posting pictures per-
forming any type of activity with an IZZE at hand or even a post of a new cocktail recipe that someone created incorporating IZZE as
an ingredient . Consumers will use the hashtag #thelastingredient, #toppingmydayoffwithizze, or #myizzerecipe. This will hopefully create
buzz around our brand to show that everything is better when you end it with IZZE. We want our audience to answer the question
“How do you top your day off with IZZE?” by engaging themselves in our social media staying involved with our brand.
Our ultimate goal is that our media plan will inspire more people, IZZE drinkers and potential IZZE users to follow all of our social media
accounts, get involved, but we also must maintain the content that we provide for IZZE, so that we can continue to engage consumers
with our brand. All in all, we wanted to increase our frequency and this medium is a critical outlet that needs to be utilized in order
to reach our goals for IZZE’s brand.
Media Buy
Because Social Media is free, we plan to use it throughout the duration of our campaign. Both our primary and second-
ary target audience are very active on social media. While our social media use will be constant, there will be a slight
increase in posts during our various events.
21

OOH Media Mix
OUT-OF-HOME
CitiBike
For out of home advertising, we will place several ads in public transportation media such as on buses, subways, and the CitiBike. Because
our target audience is primarily active women with busy lives in the urban area, we felt this medium would suit our brand well in order to
get our message across to them in the most efficient way, increasing our reach and frequency. Public transportation is one of the most
important mediums of advertising that a brand can utilize because it is everywhere and always on the move. People are immersed in
advertising in or on public transportation every single day.
Bus & Subway
Our first strategy is have advertisements as bus wraps and on the walls of bus stops as well as for on and inside the subway cars as well
as in the subway stations.
Media Buy
We decided to use 62% ($1,500,000) of our grass root budget on transit because of the guaranteed impressions on our market. A
reason this is so expensive is because we plan on infiltrating all 5 of our spot markets with IZZE branded citibikes, buses, and subways for
the entire year. Due to our target’s preference to live in large metropolitan cities, we’re aware of the cluttered advertising world of big
cities. We hope our target appreciates our partnership with public transportation as one more way we can go a little greener. As long as
our target market leaves their apartment or house, they are most likely going to be exposed to some sort of public transportation with
the IZZE logo. We believe this will be one of our most effective media buys due to the high reach and very high frequency.
22

Geography
Geography
After conducting Simmons Research, we found that a majority of sparkling juice drinkers live in either Northeast or Western United States.
Our Northeast sample is 10% more likely to drink sparkling juice while the sample in the West is 78% more likely to enjoy an IZZE! Un-
fortunately the Midwest is 48% less likely and the South is 24% less likely to prefer sparkling juice as their first beverage choice. Given
the above data, we chose five spot markets to focus our grass root marketing initiatives. Because of the overwhelming Simmons index
numbers supporting sparkling juice in the West, we chose Los Angeles (CDI-121), Portland (CDI-101), and San Francisco (CDI-101). For the
East, Boston (CDI-96) and New York City (CDI-112) stuck out to us do to their large metropolitan cities where our primary target is most
likely to live.
23

Brand Act: CityHarvest Fest
City Harvest Fest
City Harvest’s, Bid Against Hunger event raises money to fight against hunger in NYC every fall. Top chefs
prepare bite size dishes and drinks are served. Over 900 people attend the event. IZZE will provide drinks
for the event and be the “last ingredient” in special cocktails. This will be a great corporate social responsibility
tactic for IZZE to increase brand awareness among the older demographic of our primary target audience
and the entire secondary target audience.
24

Brand Act: Grass Roots
Grass Roots Music Festival
Starting in 1991, the Finger Lakes GrassRoots Festival of Music and Dance is
an annual festival held the second-to-last weekend of July in Trumansburg,
New York, a small town ten miles north of Ithaca. The GrassRoots Festival, or
simply GrassRoots, as it is known, draws nearly 20,000 visitors throughout
the course of four days. GrassRoots presents over 70 musicians, bands and
dance troupes on four simultaneously running stages continually throughout the
long weekend. This location
and event is perfect for
our target market when
they want to get away
and take a weekend trip
to socialize and finally get
away from their 24/7 on-
the-go busy life.
IZZE will have a few tents set up filled with IZZE drinks and be sponsored at the
annual grassroots festival. We will have IZZE pinwheels printed on the ground,
scattered in multiple areas of the festival. Each pedal will have a “dare” written.
In order to receive a free IZZE drink of choice, the person must give the dare
to someone else - a friend or find a stranger to take on the challenge – they
have to take a picture or video completing the challenge and must post to
a form of social media, for example facebook or instagram with the hashtag
#IZZErootschallenge. Each person must show any of the IZZE representatives at
any of the tents in exchange for a free IZZE. The best post will be chosen by
IZZE representatives and reposted on all of their social media pages – for a
reward of a free supply of IZZE drinks for 1 year.
25

Brand Act: Boston Calling
Boston Calling Music Festival is a three-day, two-stage festival
featuring some of the biggest and best acts in live music. The
event will be one big party with easy access to both stages, food,
services and more.
This festial works
great for our target
audience because
it is another social
event that they can
engage themselves
in that happens to
be located in one
of our targets des-
ignated locations for
IZZE’s campaign.
IZZE banners will be
hung around the entire festival grounds, there will be tents hand-
ing out IZZE drinks for promotion, and lastly there will be IZZE
sponsored beach ball balloons flying around throughout the
performances.
26
Boston Calling Music Festival

Brand Act: Coachella
Coachella Music & Arts Festival
Coachella is an annual music and arts festival held at the Empire
Polo Club in Indio, California, located in the Inland Empire’s Coach-
ella Valley in the Colorado Desert. The event features many genres
of music, including rock, indie, hip hop, and electronic dance music,
as well as art installations and sculptures. Across the grounds, several
stages continuously host live music.
IZZE will be placing more
than life-size glow in the dark
sculptures of IZZE bottles all
throughout the Coachella
grounds, We hope this will
grab the attention of over
1,000,000 Festival at-
tendees, giving IZZE loads of
brand recognition. These IZZE
bottle sculptures will not only give IZZE a presence at one of the
largest music festivals in the world, but it will allow people to engage
with our brand because inside is an oversized photo booth with an
IZZE printed background designed with their pinwheel logo. This can
be fun for everyone to do with their friends or whoever they came
with to the festival to top off their coachella experience with an IZZE
experience. Each flavor will be promoted through the photo booth
bottles. People’s pictures will be submitted through the database
and posted in a slideshow format on big screens around the event
sponsored by IZZE.
27

Brand Act: Bonnaroo
Bonnaroo Music & Arts Festival
The Bonnaroo Music and Arts Festival is an annual four-day
music festival developed and produced by Superfly Presents
and AC Entertainment; since its first year in 2002, it has
been held at what is now Great Stage Park on a 700-acre
farm in Manchester, Tennessee. The festival typically starts on
the second Thursday in June and lasts four days. Main at-
tractions of this festival are the multiple stages featuring live
music with a diverse array of musical styles.
We will be presenting the same glow in the dark IZZE sculp-
ture photobooths, have IZZE sponsored stage sets, as well
as one of our IZZE Prius’ - where people can sign the car
with special markers
28

Brand Act: Community Garden
Sen’s Community Garden
The Community Gardens program has provided gardening opportunities for the physical and social benefit of the people
and neighborhoods of Portland since 1975. There are 50 community gardens located throughout the city, developed and
operated by volunteers and PP&R staff, offering a variety of activities..
We chose to do a pop up garden that would be sponsored by IZZE. The garden would allow our target to immerse
themselves in the fresh homegrown world of IZZE. We would have IZZE pinwheels sticking out of the dirt throughout the
garden,, fresh fruit and vegetables that are the natural ingredients they can use to create their own IZZE drink recipes. We
want you to let your last ingredient be IZZE and see how much it can brighten your day.
29

IZZE two prius is our branded car that we use to drive to events. It is a simple way of promoting
the brand by people seeing the vehicle around in different areas and by WOM. We basically
want to draw attention to the brand similar to the LL Bean Car or Redbull car.
IZZE Prius
Brand Act: IZZE Prius30

Brand Act: Food & Wine Festival
LA Food & Wine Festival
IZZE booth offering assortments of
cheese and crackers with mini wine
glasses filled with a taste of original
IZZE flavors.
Any pictures that people post drinking
the mini wine glasses filled with IZZE at
the festival hashtag #IZZEfinewineing or
#tasteofIZZE – post with the most likes
wins 2 free bottles of wine & a free 1
year supply of IZZE.
31

Brand Act: Product Placement
SweetGreen and Chipotle are two chains that fit our target market perfectly. They both are located in the areas
where our targets reside such as Boston, New York City, and San Fran. Our targets tend to pick up a quick lunch from
these places on their way to work or after running some errands. SweetGreen is the destination for fast and delicious
food that’s healthy for you which is perfect for our targets healthy lifestyle. The food is even made with organic ingre-
dients sourced from locally known farmers. Chipotle offers good food that provides clean ingredients.
IZZE is going to be sampling our beverages at Wegmans and Whole Foods where our primary target market
and secondary target market shop for groceries on a weekly bases. The Wegmans and Whole Foods stores
are also located in the geographic areas where our target market resides. These samples are simply to increase
brand recognition and awareness within our target segment.
32

Scheduling & Timing
Scheduling
Our campaign will have a pulsing schedule consisting of traditional media advertising with a combination of grass
root tactics to strategically place the IZZE brand in front of our target market. Our campaign will begin in March,
and continue for 12 months. Our venues for media placement will include broadcast and cable television, Internet
radio, and magazines. We plan to have a continuous and constant schedule as far as our traditional advertising
goes, but we will have many grass root events strategically planned in certain months, making the campaign as
a whole a pulsing schedule.
33

Creative Brief34
Background
IZZE Sparkling Juice is a high-quality, delicious beverage. It is made from 100% real fruit juice. It is a great option because it is much lower in calories than
other sugary sodas. IZZE sells various types of their drink as well as a variety of unique flavors including Blackberry, Grapefruit, Apple, Blueberry, and Pome-
granate. In order to increase awareness in our brand, we created a very interactive, engaging, and elaborate media plan with a goal to increase aware-
ness by 70% nationally. We believe we will achieve this by increasing our brand activation efforts, our social media presence, and by focusing primarily on
our reach.
Target Audience
Our target audience is women ages 18-30 who keep a very busy, active, and social life. They are health conscious and very into the social gossip in to-
day’s world as well as cooking and up-to-date trends. Our goal is to be able to implement events to generate awareness for the IZZE products among this
target.
Tone and Image
IZZE is a fresh, fun, trendy, and health concious brand that encourages quality living with a spark of excitement.
Important Messages
IZZE is the last ingredient to make any experience just that much better, so top your day off with IZZE.
Deliverables, Media Mix
• Television
• Radiio
• Magazine
• Social Media
• Brand Activation Promational Events
Budget
We will have a total of $18 million among our media channels to accomplish or goal and to implement a successful media plan for IZZE.

References
http://www.huffingtonpost.com/2015/02/13/sparkling-water-soda-n6614604.html
Situational Analysis
http://www.IZZE.com/
www.pepsicobeveragefacts.com
http://www.prnewswire.com/news-releases/IZZE-beverage-company-cele-
brates-five-year-partnership-with-global-education-fund-58656767.html
http://chipotle.com/cultivateflyaway?formathtml
http://www.foodtechconnect.com/2013/12/27/214-food-trends-health-conscious-female-
focused-social/
Brand Activations
http://www.cityharvest.org/events
https://www.coachella.com/
http://grassrootsfest.org/
http://www.bonnaroo.com/
http://bostoncalling.com/
https://www.usask.ca/sens/news/2015/sens-community-garden.php
Target Market Research
Simmons.com
Budget
Mediaflightplan.com
35

Appendix
JUSTIFICATIONS: Used this information for segmentation, primary research, consumer insights sections
SIMMONS RESEARCH: based off combination of San Pellegrino, Mistic, Calistoga and Orangina Drinkers
Gender
Male: 49.7%
Female: 50.3%
Age
25-44: 136
30-34: 128
35-39: 148
18-24: 103
Race
White: 87
Black/African American: 93
Asian: 290
Other race: 120
Not white or black: 191
GeographyNortheast: 109 - Boston, New york City
Midwest: 69
South: 75
West: 163 - San Fran, LA, Portland OR
Psychographics/Health• I like to know as much as possible about ingredients before I buy food products: 245
• I consider my diet to be very healthy: 206
• I’ll pay just about anything when it concerns my health: 153
• I try to eat healthier foods these days: 161
• Because of my busy lifestyle I don’t take care of myself as well as I should: 186
Environment• Eco-friendly products are higher quality products: 201
• I am more likely to buy a product from a company that uses environmentally friendly
methods of advertising: 187
• It is important to me that others see me as being environmentally conscious: 184
Demographics
Education
College 4 years graduated: 167
Graduated grad school: 142
Number of people
in household:
1: 114
2: 95
3: 97
4: 91
5: 99
36

Appendix
TV channels:
Bravo: 162
Cinemax: 200
CNN: 170
Cooking Channel: 166
ESPN Classic: 242
Fox Soccer channel: 206
HBO: 173
HSN: 206
Independent film channel: 238
MLB network: 176
Movie Channel: 179
MTV2: 208
Nat Geo Wild: 178
Nick at Nite: 217
Travel Channel: 157
VH1 classic: 195
Media• Most magazines are worth the money: 164
• Nearly all tv advertising annoys me: 149
• I often read ads in magazines just out of curiosity:
146
• Advertising helps me choose products to buy for
my children: 211
• I rely on magazines to keep me informed: 285
• I am a “TV-addict”: 160
Food• I enjoy eating foreign foods: 196
• I prefer food that is presented as an art form: 264
• I try to eat gourmet food whenever I can: 241
• I enjoy cooking: 141
• Often I can be swayed by coupons to try new
food products: 153
• I like to try new recipes: 143
• I like to try new drinks: 178
• I usually look for the freshest ingredients when I cook:
166
• I am usually the first among friends to try new food
products: 166
• When shopping for food, I especially look for organ-
ic food: 253
• I prefer to eat foods without artificial additives: 193
Product positioning:
• After I watch my favorite show, I can remember
brand name products the characters were using
during the show: 231
• When I watch TV, I often notice name brand
products used as part of the set: 196
• When I see a character using a brand name
product I never tried before, I am likely to
try it: 314
Survey Questions
What age group do you fall into?
What is your gender?
What region do you live in?
Do you drink sparking beverages?
How often do you drink sparking beverages?
Do you have a preferred sparkling drink?
What is your preferred sparkling drink?
Have you ever had IZZE sparkling juice
before?
Do you prefer IZZE to other drinks?
Have you heard of IZZE sparkling juice
drinks before?
37

Appendix
Social Media Share of Voice
39

Appendix
Social Media Share of Voice
40

Meet the Team
BIO
Frances Mooney is a junior Inte-
grated Marketing and Communica-
tions major with a hope of having
a Graphic Design minor. She is a
member of AAF as well as a volun-
teer Dean’s Host for the Park School
of Communications. Frances hopes
to pursue a career in advertising
and graphic design after gradua-
tion. Her favorite IZZE drink is spar-
kling Pomegranate.
Julia Balsam is a Junior Integrated
Marketing Communications major. She
is a member of two organizations at
Ithaca College: PRSSA and IC’s Food
For Thought. She hopes to pursue a
career in marketing and hospitality
particularly in the food industry. Julia
is looking forward to studying abroad
in Ireland in the spring and experienc-
ing a new culture. Her favorite IZZE
drink is Sparkling Apple.
Peter James is a Senior Integrated Market-
ing Communications major. He is a member
of the Club Rugby team and is an Adver-
tising Sales Representative for the Ithacan
newspaper. He is also an Insomnia Cookies
Brand Ambassador for Ithaca College as
well as a social media specialist for the
Office of Recreational Sports. Last semes-
ter Peter studied abroad in Los Angeles
and plans to return to the west coast after
graduation. His favorite IZZE flavor is Spar-
kling Blueberry.
43

Meet the Team
Nichole Palmero is a Senior Integrated
Marketing Communications major with an
Art History minor. She is a member of
Asian American Alliance (AAA) and has
been a five-semester Resident Assistant,
and is currently been placed in Emer-
son Hall. Last Fall 2014, Nichole studied
abroad in Paris, and plans to return to
live and work in Europe in the future. Her
favorite IZZE flavor is Sparkling Grapefruit.
Jessica Staub is a junior Integrated Mar-
keting Communications major with a
Communication Management Design Mi-
nor at Ithaca College. She is a member
of three organizations at Ithaca College:
AAF, PRSSA, and AMA. She has a passion
for advertising, branding, graphic design,
social media, and event planning. She one
day aspires to work for a digital advertis-
ing company to follow a creative path in
advertising incorporating branding, logo
design, layout, and art direction. Her fa-
vorite IZZE drink is Sparkling Blackberry.
37

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