This document provides an overview and analysis of the IZZE beverage brand owned by PepsiCo. The executive summary outlines key details about IZZE, including that it is a carbonated juice drink produced in Colorado with 70% fruit juice. The target audience is identified as women ages 18-34. Sections analyze IZZE's brand, competitors, target audience, and situational factors. The brand analysis covers IZZE's product positioning as a healthier soda alternative and growth opportunities. Competitive analyses of San Pelligrino and Sparkling ICE are also provided. Research on the target audience identifies key demographics and media habits to inform campaign strategies.

2. Table of Contents
1
Agency Overview
Executive Summary
Brand Analysis
Competitive Analysis
Target Audience
SWOT Analysis
Big Idea
Creative Brief
Media Mix
Media Objectives
Meet Our Team
2
3
4-9
10-11
12-15
16
17-18
19
20-22
23-27
28

3. Agency Overview
2
SugarRush is a team of driven,
engergetic individuals focused on
branding for positive lifestyles.
Our Values
We are dedicated to personalizing brands, and believe that
creativity, paired with an enthusiastic drive, creates a sig-
nificant relationship between product and consumer. We
achieve this by strategically pin pointing important strengths of
the brand and creating a personalized experience for the de-
sired audience.
Our Mission
SugarRush is dedicated to providing clients with top notch,
well-produced work that revolves around unique
perspectives, creative ideas, and an overall personalized
product for the consumer.

4. Executive Summary
3
Owned by PepsiCo., IZZE is a carbonated juice brand produced in Boulder,
Colorado. The beverages consist of 70% fruit juice and 30% seltzer water. As a
healthy alternative to cola and carbonated sodas, IZZE is an all-natural,
no-preservatives added fruit drink. IZZE is marketed as a healthier and more
nutritious beverage than other carbonated beverages, specifically sugary sodas.
However, the brand isn’t well known in the beverage industry, and therefore,
has trouble keeping up with some of its successful competitors. At Sugar Rush
Agency, our main goals are to increase IZZE’s overall brand awareness and
focus on personalizing the brand. After examining and conducting extensive
research, we found that our target audience is women ages 18-34. Our
tagline is, “For All Life’s Moments”. We want to show our audience that IZZE is a
drink that fits anybody’s lifestyle. It is the perfect drink for any event, big or small.
Whether it’s a lunch break, party, or girl’s night, IZZE is a versatile beverage that
can fit any occasion perfectly. With our campaign, we aim to personalize the
brand in a fun and interactive way, while increasing brand loyalty for current
consumers and also introducing IZZE products to women in our target market
who have not yet tried IZZE beverages yet. Women in our target
demographic are well educated and health conscious, and are willing to pay
the extra few dollars for the healthy alternative and overall taste. Since our target
audience is avid social media users, we hope that they will drink IZZE products
at social gatherings and events, and share it on social media using our various
hashtags, such as #LifeMoment. With our $18 million budget, we plan to
strategically use our funds to reach our intended audience by hosting various
promotional events and utilizing mostly digital, but also television and magazine
advertisements. After implementing our integrated campaign, we plan to reach
up to 300 GRPs in the first five months.
Situational Analysis

5. Brand Analysis
4
Since it’s creation in 2002, IZZE has strived to become a nationally recognized
carbonated juice drink. With the help of PepsiCo., becoming a parent compa-
ny in 2006, the soda company has been able to begin to achieve this by being
able to compete with the “soft drink goliaths” that have been around much lon-
ger than IZZE. IZZE hopes to find a voice in the crowded drink community, this
can be achieved by sticking to their original image, which has set them apart
from the beginning. IZZE is made of only real fruit juice, which contains the natu-
ral fruit sugars needed to sweeten their drinks. Rather than the syrupy nature of
other carbonated juice drinks, IZZE is sweetened with organically natural sugar.
This healthier tier of carbonated juice drinks has the ability to attract a specific
health conscious audience, creating a space for IZZE in the carbonated juice
market.
IZZE’s voice in PepsiCo’s slew of carbonated drinks has inspired PepsiCo to
attempt to nationalize the IZZE brand. According to Nielsen research firm, there
are over 35,000 supermarkets in the USA and 149,000 convenience stores.
Currently, IZZE’s distribution rate is below 12%. PepsiCo’s goal would be to
achieve 70% distribution across US supermarkets and convenience stores
within two years. They plan to provide $23 million, $5 million for increasing
capacity and shipping, and the rest exclusively for marketing and communication
expenses to fully lift IZZE to the national scale.
Marketing Objectives and Strategies
Situational Analysis

6. Brand Analysis
5
As an all-natural, no-preservatives-added fruit soda, IZZE is a part of the
carbonated juice drink category. Many consumers look to carbonated juice
drinks as an alternative to the syrupy, carbonated sodas like Pepsi or Mountain
Dew. Carbonated juice drinks are often preferred because of their 100% natural
sugars, no preservatives, no artificial flavors, and no additive sugars. These
refreshing, feel good drinks are the fastest growing in the specialty drink
category which explains PepsiCo’s interest in their partnership with IZZE. IZZE is
a young brand in growing category that is established enough to succeed in a
national market. Currently, PepsiCo. dominates about a fourth of the US refresh-
ment beverage category share as shown by PepsiCo’s 2013 annual report. As a
parent brand, PepsiCo. offers the ability to succeed.
IZZE’s primary competitors are San Pelligrino, Sparkling ICE and Hansen’s Soda.
These nationally known carbonated juice drinks succeed in their markets, giving
IZZE an idea of where to fit in on a national scale. IZZE’s colorful, exciting, and
low-calorie flavors offer a fun alternative to other carbonated juice drinks. IZZE’s
brand hopes to offer an identity for consumers to align themselves with, allowing
the drink to stand out in the market. IZZE offers event ideas, mixed drink recipes,
and promotes its Global Education initiative, giving consumers a few things to
appreciate about their choice of juice drink. These significant pieces of IZZE’s
identity can be expanded and brought to life as the brand begins to grow and
make an impact on the carbonated juice drink category.
The Carbonated Juice Category
Situational Analysis

7. Brand Analysis
66
The Consumer’s Wants and Needs
-IZZE offers an all-natural alternative to high calorie sodas, providing their health-
conscious consumers with natural sugars rather than additive sugars and fla-
vors.
-IZZE offers fun event ideas and mixed drink options to attract their consumers to
buy IZZE for any occasion, big or small.
-IZZE provides a classy, fun, and healthy image for consumers who are looking
to impress or to just relax during their day.
Cost of Switching to IZZE
-An 8oz. four pack of IZZE sparkling beverage can be found for $3.19 at
distributors like Target, Walmart, and chain grocery stores.
-A 12 pack of 12 oz. Diet Coke can be found at Walmart for $4.45, meaning
the consumer could easily buy a cheaper soda.
Cost of Time in Acquiring Product
-The fact that IZZE soda is available in major distributors allows buyers to find
them with ease.
-The buyer does not have to waste valued time seeking out the product.
Cost of Conscious
-Because IZZE is more expensive than regularly distributed sodas like Diet Coke,
the consumer should understand that they are willing to pay a higher price to ob-
tain the all-natural, no preservative option. This allows consumers to align them-
selves with the healthier product, that is just as delicious. They also understand
that they do not have to sacrifice taste for health.
-The price can lead the consumer to believe they are choosing the higher end
product, giving them greater ownership over their choice.
The Four C’s
Situational Analysis

8. Brand Analysis
7
The Four C’s
Communication
-IZZE has a wide variety of flavored drinks available that they market on their
website and on social media. Their main two are sparkling water and sparkling
juice drinks. Of their sparkling juice drinks, they offer a low calorie drink called
IZZE Esque. This communicates to consumer that there is a healthier, low-cal
option.
-The brand also interacts with consumers by offering recipes for mixed drinks on
their website and social media pages. This increases product desirability and
personalizes the drink with the consumer’s personal experiences.
-IZZE also communicates effectively with consumers on social media by using
various hashtags to connect directly with experiences IZZE offers. Some of them
are #Friendsdaynight and #Friendsgiving that can be used to share images of
consumers using IZZE at their gatherings. This connects consumers with the
brand in a personal way, uniting the idea of fun with friends to the image of IZZE.
Convenience
-IZZE can be found in any main distributor, like Target, Walmart or chain grocery
stores like Wegman’s, Stop & Shop, or ShopRite.
-IZZE has also been operating through push marketing, joining with bigger name
brands to push the IZZE product into the minds of consumers. They can be
found in Starbucks, Chipotle, Whole Foods and Trader Joe’s, allowing target
consumers in those markets to become aware of the IZZE brand.
-IZZE can also be found in other smaller health food stores and coffee shops,
allowing IZZE to be conveniently found by consumers in those markets that may
appreciate a natural carbonated juice drink.
Situational Analysis

9. Brand Analysis
8
Economically, IZZE is not an inexpensive drink. Therefore, it may not be an impulsive
purchase. With IZZE being linked with PepsiCo. in 2006, it does bring more money
into the company. Within the carbonated juice industry, the revenue peaked in 2011
and quickly declined in 2014. As you can see, the need or desire for carbonated
juice drinks is not as in demand as it used to be.
Societally, IZZE is a new and interesting drink choice and is keeping up the social
trends of being healthy, fun and organic. IZZE considers its management, policies,
and practices to reflect positively on their brand. According to a GoodGuide rating,
Izze is in the top 10% of companies with good societal standings.
Economic & Societal Trends
Situational Analysis

10. Brand Analysis
9
Geographic Information
Distribution
According to the Nielsen research firm, there are over 35,000 supermarkets in the
USA and 149,000 convenience stores. Primary customers include wholesale and
other distributors, food service customers, grocery stores, drugstores, convenience
stores, mass merchandisers, membership stores, and authorized independent
bottlers.
Advertising
Vermilion Design and Digital created many ads with the thought of flavor and fizz. They
featured the ads in Time Square with the tagline, “You’ll Love What’s Inside.” Other ad-
vertising includes online, through social media, and their advertising through Vermilion
in Boulder, Colorado in 2009.
Sales by Market
In 2013, 42.7% of liquid refreshment brands were carbonated soft drinks, holding the
highest percentage of liquid refreshment brands. Categories such as bottled water and
fruit beverages followed. In overall soft drinks, PepsiCo. continues to follow Coca-Cola
Co. The geographic rankings based on potential in regards to carbonated juice drinks
are aimed at the following cities: Atlanta,Chicago, Dallas, Eugene, Houston, Indianap-
olis Jacksonville, Kansas City, Las Vegas, Detroit, Los Angeles, and New York. These
are the top cities that drink carbonated juice drinks.
The cities with the largest BDI (Brand Development Index) is what we based our geo-
graphic market on. We chose cities that had BDI numbers around 100-120. Cities
such as Austin, TX, Baltimore, MD, Chicago, IL,El Paso, TX, Fresno, CA, Houston, TX,
Las Vegas, NV, Los Angeles, CA, Miami, FL, Providence, RI and San Diego, CA. What
the BDI of 100-120 signifies is that there is high brand awareness of IZZE in these cit-
ies already and we would like to keep it that way. That is why we are choosing to aim
and continue our marketing and advertising towards these cities.
Situational Analysis

11. Competitive Analysis
10
San Pellegrino Sparkling Fruit Beverages
Background
San Pellegrino was founded in 1899 as a public company in Italy, producing and
exporting carbonated mineral water to Europe and major cities around the globe. In
1932, sparkling juice beverage based on varying citrus flavors and the original mineral
water was introduced. San Pellegrino was acquired by Nestle in 1997 and retained its
position as a high-end beverage brand despite its wide availability.
Marketing Strategy
San Pellegrino targets a high-end market. Their target audience don’t mind paying a
few more cents for superior quality and the prestige of European fruit sodas. San
Pellegrino positions itself as traditional Italian soda with classic bottle and can designs
that closely resembles what it looked like a century ago, adding nostalgia for buyers
young and old. In fact, its current marketing campaign aims at a wide age range, as
shown in their “The Life Deliziosa” commercial.
Strengths and Weaknesses
San Pellegrino is a historically acclaimed brand for beverages.
Its healthy and rustic image as an Italian carbonated mineral
water producer provided confidence of customers to its fruit
soda products immensely. Its limited selection in flavors is a
double edged sword, excluding potential consumers who do
not like citrusy flavors, but at the same time, giving San
Pellegrino an impression of being focused and specialized.
Situational Analysis

12. Competitive Analysis
11
Sparkling ICE
Background
Created in 1990s in Washington DC, Sparkling ICE is owned by Talking
Rain, a private beverage company. With zero calories as its major selling
point, Sparkling ICE enjoyed fast growth in market share in the United States
throughout the years and is now holding 27% of market share in the carbon-
ated juice beverage category.
Marketing Strategy
For the greater part of its lifespan, ICE relied on grass root marketing and
trade publications for publicity and promotion. Only in recent years did the
brand start to increase spending on advertising and marketing campaigns.
One of the more notable moves is the partnership with Kevin Durant in an
attempt to seize the younger demographics and their parents subsequently.
Strengths and Weaknesses
ICE is a major competitor of the category nationwide. It has a low price point
per ml, stable and ample distributors across the nation, and an ever-
growing weight-conscious demographic to appeal to,
which partly overlaps with IZZE’s target demographics.
However, ICE fails to establish itself as a successful
sparkling juice brand on the culinary standpoint with
its sweetener heavy scent and low juice content.
Also, its recent collaboration with Kevin Durant
is questionable.
Situational Analysis

13. Target Audience
12
Primary
Based on the survey that we conducted titled, “Carbonated Drink Survey”, we found
that 83% were women and 94% were ages 18-24, which led us to our conclusion that
women ages 18-24 is our primary target audience and women ages 25-34 is our sec-
ondary audience. 93% of respondents are single, 63% are currently enrolled in college,
and 33% are college graduates, and 63.8% live in suburban areas. In terms of psycho-
graphic profile, 69.9% of participants buy their beverages at the supermarket.
When asked, “What are your deciding factors when purchasing a beverage?”, 85.1%
consider overall taste, 40.4% consider the convenience of buying the beverage, 72.3%
consider the cost, and 42.6% of participants consider the sugar/calorie content while
buying a beverage. To determine our primary competitors, we asked participants what
their favorite carbonated juice brand was. Most respondents favored San Pellegrino
and Sparkling ICE over Izze. To measure overall brand awareness, we asked if partic-
ipants have ever heard of Izze. 77% of respondents are familiar with the brand, while
23% have never heard of Izze before. We will take this into deep consideration while
working on promotion and brand awareness strategies. Similarly, we also asked where
they have seen Izze before, if anywhere. 64% said in a grocery or convenience store,
12% said vending machines, and 8% said they have seen Izze advertisements. This
will help us determine where we should be advertising and potential markets to pene-
trate.
Additionally, our participants are also very avid media users. When asked, “What media
do you feel you use frequently?”, 95% of respondents said that they use Facebook,
83% use Instagram, 59% use Twitter, 24% have a Pinterest account, 38% watch main-
ly television, 24% listen to the radio, and 9.6% are consistent magazine readers. Based
on this demographic and psychographic data, we will make strategic recommenda-
tions as to which media platforms and specific media types to use for our target audi-
ence.
Situational Analysis

14. Target Audience
13
Secondary
Based on our research, we chose to target women ages 18-34. According to Sim-
mons OneView, 95.5% of women ages 18-34 are online/internet users, while 86.6%
are social media users in particular. Out of a sample size of 1,586 women ages 18-
34, 55% have read an issue of Seventeen readers in the past 6 months.
In particular, we also researched women ages 18-34 who drink carbonated, non-co-
la beverages. 65.3% of women ages 18-34 drink carbonated, non-cola beverages.
66.6% of women ages 18-34 who says that they’ll pay just about anything when it
concerns their health, also drink carbonated non-cola drinks. 76.1% of women ages
18-34 who agreed with the statement, “because of my busy lifestyle, I don’t take
care of myself as well as I should”, drink carbonated non-cola beverages. Also, 65%
of this demographic uses social media websites 4-6 times a week.
Based on Izze’s social media platforms, we found that the company has 19.7k Twit-
ter followers, 248.7k Facebook likes, and 2,374 Instagram followers. Their main
social media content includes alcoholic drink recipes, product promotion, and
re-posting fan comments. Their website includes information about the brand, reci-
pes, products, and social media links. Izze recently implemented a #FriendsdayNight
promotion on their website, encouraging consumers to go on a “#Friendsgiving
Adventure”. The campaign includes festive drink recipes, including “Apple Pumpkin
Martini”, “Pomegranate Vodka”, and “Blueberry Moscow Mule”.
Izze is also located in stores on both a national and local scale. Nationally, Izze prod-
ucts can be found in stores such as Target, Walmart, Whole Foods, Costco, Sam’s
Club, BJ’s, Wholesale, and Rite Aid. Locally, you can find Izze products in Weg-
man’s, Tops, Price Chopper, and P&C Food Markets.
Situational Analysis

15. Target Audience
14
Meet Izze: The Urban Party Girl (18-25)
Izze is a 22-year-old graduate school student
who is just looking to have a good time this
weekend. She’s currently attending Boston
University, and lives just outside of the city with a
few roommates. After a long day of classes and
meetings, she wants to get together with her
girlfriends and make some great mixers before a
fun night of going out. Izze is concerned about
her body image, so she wants to make sure her
mixer isn’t going to be a ton of calories. She also
wants her friends to know that she cares about
style as well as diet, and that she won’t just go
for the dollar store option.
9:00 am: I wake up bright and early and
am ready to start my long day. I shower,
put on my makeup, blast some pop mu-
sic, and check my emails before heading
over to my first class.
10:00 am: I go to my Advertising class,
and then go directly to my Fashion Mer-
chandising class afterwards.
12:00 am: I have a break in between
classes, so I always go to the gym
during this time.
1:00 pm: I sit down at the dining hall for
lunch with a few of my friends. I normally
eat a small sandwich and a salad, with
an energy drink like IZZE to keep me
going throughout the day.
3:00 pm: I attend my weekly Executive
Board meeting for my college’s magazine
club. I write about the latest celebrity
trends, red carpet outfit highlights, and
good style on our campus.
5:00 pm: I go grocery shopping at the
local organic market, to ensure that my
food is healthy, fresh, and made locally.
6:00 pm: I watch television after a long
day of work and school. My favorite
shows to binge-watch are America’s
Next Top Model and New Girl.
8:00 pm: Before picking out her outfit for
the night, she scrolls through Facebook,
Instagram and Twitter to see where her
friends are going for the night.
10:00 pm: I mix my Bacardi Dragonber-
ry with Izze Sparkling Pomegranate and
make a toast to the end of a busy week
of school and the beginning of a fun
weekend with my friends.
Situational Analysis

16. Target Audience
15
Izze is now a 29 year old bride-to-be! She’s
living just outside of Manhattan with her
fiance and commutes into the city to go to
her stable, high paying job as a Creative
Director at a successful advertising firm. Izze
is in the process of planning her bridal show-
er and wants everything to be picture-esque.
Izze is definitely concerned about maintaining
her wedding ready body so she doesn’t want
anything too sugary for her party. She also
wants to find some savvy drink recipes for
brunch. Izze is also planning to take a bunch
of pictures to share on her Pinterest page to
hopefully inspire other bridal showers, so the
drink choice has to be cute!
Meet Izze: Bride to be (25-35) 7:00 am: Wake up and prepare for my
long day. Grab a quick bite to eat before
commuting to work. I also pack yogurt,
fruit, and granola to keep me energized
throughout the day.
8:00 am: Hop on the train to Times
Square. During the half hour-long train
ride, I catch up on the latest news on my
New York Times app and catch up with
friends on Facebook.
9:00 am: Arrive at work, ready to take on
the rest of the day. I normally start off by
working on creative projects for my high-
end accounts.
12:00 pm: My work friends and I typi-
cally go to the hip, new salad bar down
the street from work. We talk about our
favorite TV shows and the latest top 50
hits.
1:00 pm: Attend weekly brainstorming
meeting, where the creative directors
and copywriters discuss tactics and
strategies.
5:00 pm: I leave work and go directly to
the nearby gym.
6:00 pm: Take the train home and read
the latest issues of OK! and US Weekly
magazines on the way.
7:30 pm: I grab dinner and drinks with
a friends and my fiancee at the nearby
Wine & Tapas restaurant.
9:00 pm: I come home from a long day
of work and social time, take a nice, re-
laxing bath, and post some photos of my
friends and I on Facebook.
10:00 pm: Watch two episodes of
“Friends” on Netflix before heading to
bed.
Situational Analysis

17. SWOT Analysis
16
Strengths
-European soda category does not have
many competitors in US
-Strong brand image
-Very feminine
-Made from real, all natural ingredients
-Brand attitude is open and relatable
-Wide flavor variation
-Existing social media presence
Opportunities
-Markets within US remain unexplored
-“Young flavors” for young market
-Summer campaign
-Pair with PepsiCo. popular drinks “family”
-Mixed drinks
-Shows multi-purpose for the product
-Brand can improve by adding more flavors
and products
-Can attract more attention if they were
more interactive on social media
Threats
-Other categories of flavored beverages like
sweet tea, juice, vitamin water are expand-
ing and gaining momentum in market share.
-Variety of competitors in the drink industry
-People may think of IZZE as a non-function-
al beverage (no caffeine, alcohol, etc)
-Product isn’t high in demand; people don’t
really need it
Weaknesses
-Colorful design and fruit flavors naturally im-
ply healthy/organic, potentially making them
feel deceived, though not intended
-No current campaign
-Have to get product through distributor
-More costly than other beverages
-Low brand recognition
-High in sugar
-PepsiCo’s other large brands overshadow
Izze
Situational Analysis

18. Big Idea
17
Media Objectives & Strategies

19. Advertisement
18
Media Objectives & Strategies

20. Creative Brief
19
Our Brand:
IZZE Sparkling Juice is known for its all-natural alternative to syrupy sodas. Owned
by PepsiCo., IZZE has the potential to stand up against top competitors in the
market like Sparkling ICE and San Pellegrino. IZZE has the potential to become a
drink that defines a lifestyle, much like the affluence one feels while drinking San
Pellegrino. IZZE has a defined image that stands out among these top competitors,
while also maintaining deliciousness.
Our Challenge
IZZE Sparkling Juice is not well-known, and therefore, is not considered in the
forefront of the consumers mind. Our goal is to increase brand awareness, turning
IZZE into a drink that defines your lifestyle.
Our Audience
Women ages 18-34 who are primarily single, currently enrolled in college, or are
college graduates and living in urban areas.
Key Consumer Insight
The consumers of IZZE will be most interested in its versatility. From its function-
ality during a busy day at work, to it’s fun and relaxed aesthetic at a party, IZZE fits
the consumer’s lifestyle in every way.
Brand Message
IZZE is the fresh sparkling juice drink that fits easily into consumers’ lifestyle, from a
lunch break to a social gathering, IZZE is multifunctional and
versatile in any situation.
Media Vehicles
TV, Magazine, Digital and Guerilla Marketing
Media Objectives & Strategies

21. Media Mix
20
Digital
E! Online
Our target audience loves E! Online. The website features live updates on entertain-
ment news stories and provides videos of major red carpet events. While our target
audience scrolls through the website, they will see an IZZE advertisement and it will
prompt them to associate the drink with fun and entertainment.
Twitter
Trending topics on Twitter can include #LifeSizeIZZE and #LifeMoments, for consumers
to share special occasions and different places where they drink IZZE. This will make it
easy for our audience to engage with the brand and interact with each other.
Facebook
Facebook is an incredibly popular medium, and most members of our target audience
use this social media platform regularly. It reaches a large, diverse audience in a fast
and effective way.
YouTube
A “pre-roll” feature on YouTube videos would be a perfect way to reach our audience.
A :15 second spot would play, promoting IZZE products, before the YouTube video
starts.
Media Objectives & Strategies

22. Media Mix
21
Magazines
Seventeen
Seventeen Magazine features the latest fashion, beauty, dating, and health tips for
our target audience. The magazine addresses topics such as teen style, college,
health, romance, and fitness. According to Simmons, our target audience are big
Seventeen consumers.
OK!
OK! Magazine specializes in sharing the inside scoop about celebrities by featuring
the biggest stories and exclusives about the best stars in the entertainment indus-
try. It’s your one-stop destination for the latest on movies, music, TV, celebrity wed-
dings, babies, fashion, break-ups or make-ups. This is the perfect platform to target
the women who love keeping up to date on entertainment news.
Cosmopolitan
Main topics discussed in Cosmopolitan magazine include celebrities, entertainment,
beauty & style, college, career, women’s issues, health & fitness, food & cocktails,
relationships, and horoscopes. Cosmopolitan is extremely versatile will attract those
in our target audience who is looking to read about diverse topics related to wom-
en.
Media Objectives & Strategies

23. Media Mix
22
Television
America’s Next Top Model
America’s Next Top Model is an American reality television series and interactive com-
petition that has been on air for over ten years. Our target market loves this “guilty plea-
sure” show, and watches the program with full attention.
New Girl
New Girl is a sitcom television series that has been nominated for several Golden
Globe Awars and Primetime Emmy Awards. The show .is wildly popular for our entire
audience of women ages 18-35.
Friends
Friends is an American television comedy and is one of the most popular television
shows of all time. The series lasted for ten seasons, and viewers in our target market
are constantly watching the program on syndicated channels.
Vampire Diaries
The Vampire Diaries is a supernatural drama television series. Their first episode attract-
ed the largest audience for The CW of any series premiere, and continues to maintain
an audience of over 2 million viewers per episode.
Media Objectives & Strategies

24. Media Objectives
23
Guerilla Marketing Strategies
Life’s Big Moments
Because event decorating is already a part of the IZZE brand image, IZZE will take on
the catering of five weddings for five lucky ladies. All the women need to do is pur-
chase an IZZE product and post an image of themselves with it, using the hashtag
#LifeMoments to various social media platforms. Visitors to IZZEs social media plat-
forms will be able to “like” or “favorite” the photos, and the photos with the most likes
or shares will win complimentary catering and bar service from
IZZE. The photos have to be adventurous and creative, and
show off how IZZE is a part of life’s big moments. IZZE will then
share videos from the setup and pictures from the different
events on various social media platforms to show off their aes-
thetic appeal at parties and their versatility as a sparkling juice
drink.
Life Size IZZE
Life Size IZZE is a brand activation tactic that allows the consumers to interact with
the brand itself. There will be multiple Life Size IZZE vending machines around various
hot spot cities like Los Angeles, Chicago and Miami that consumers can walk up to
and press to receive a coupon or a free IZZE bottle. The machine dispenses either
item and then allows the consumer to take a picture with their
item. This showcases the everyday functionality of IZZE, offer-
ing it to city-dwellers on their lunch break or just tourists enjoying
their day. The consumer interacting with the machine will have
the option to send the photo they took to their email, which would
then prompt them to share the image on social media with the
hashtag #lifemoment.
Media Objectives & Strategies

25. Media Objectives
24
Reach Frequency & GRP’s
To achieve overall brand awareness, we have set realistic reach, frequency, and
GRP goals. Our goal is to have a reach of 60 for all 12 months. For frequency, we
set two separate goals for our two different groups of months. For our more target-
ed months of May, June, July, August, September, December, and January we
will achieve a frequency of 5 and GRP of 300. In our less targeted months of
October, November, February, March, and April, a frequency of 4 and a GRP goal
of 240.
Media Objectives & Strategies

26. Media Objectives
25
Scheduling
Our media schedule is set up to have heavy up advertising in the months of May
through September and again from December to January. We will continue to put out
advertisements in the months of October and November, as well as February through
April, just at a lesser rate. Our pulsing media schedule can be seen in the form of
network television, network cable, magazines, digital and a series of guerilla marketing
tactics in the form of brand activation events.
Our campaign season will take place in the summer months and continue into the fall,
May through September, when our audience is the most relaxed, focused on getting
together with friends, and ready for a refreshing beverage. We will pick up our campaign
in December and January, as those months are popular for gatherings and parties.
The consumer will be able to see IZZE’s advertisements in four mediums at the same
time, causing a great increase in comprehension and conviction over the course of five
months of heavy advertising.
Our guerilla marketing strategies run on a slightly different schedule than our three other
mediums. Our Life’s Big Moments campaign will take place during wedding season and
will accompany our heavy up advertising. Life Size Izze will occur during the months of
May, June, September, and October where there is increased foot traffic in cities.
Media Objectives & Strategies

27. Media Objectives
26
Geography
We will be using both national and spot advertising in cities with high brand recognition
already. Cities such as: Austin, TX, Baltimore, MD, Chicago, IL, El Paso, TX, Fresno,
CA, Houston, TX, Las Vegas, NV, Los Angeles, CA, Miami, FL, Providence, RI and San
Diego, CA. We chose to use both national and spot advertising so that we can reach
the most people with the budget available.
Media Objectives & Strategies

28. Media Objectives
27
Budget
With the $18 million dollar budget we have decided to split up amongst three differ-
ent mainstream media platforms; TV, Magazine, and Digital. We will use the money
left over for brand activation and guerilla marketing. We are going to use a pulsing
approach, therefore, putting more money into different medias in different months. In
the months of May, June, July, August, September, December, and January we will
be putting more money into TV, Magazine, and Digital because these are our target-
ed months for advertising. We will put a total of $9,480,996 into TV, $1,948793 into
Magazines, $48,300 into digital. For the months of October, November, February,
March and April, our less busy months, we will put $5,396,450 in TV, $993,200 into
Magazines and $29,995 into Digital. With everything spent on TV, Magazine and Dig-
ital, we are left with $182,226 for brand activation and guerilla marketing. As a result
of the overall breakdown, we will be spending 82% of the $18 million budget on TV,
16% on Magazines, .44% on Digital and 1% on other marketing tactics.
Media Objectives & Strategies

29. Meet Our Team
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Amanda Lai is a junior Integrated Marketing Communications major and Legal Stud-
ies minor from Long Island, NY. She loves music, traveling and public relations. She’s
studying in Los Angeles next semester and is interning at a record label and a music
publicity company.
Hannah Corcoran is a junior Integrated Marketing Communications major with a
minor in Communications Studies at Ithaca College. Hannah lives in Simsbury, Con-
necticut and enjoys playing and watching sports, listening to music and being around
family. Hannah hopes to gain a career in either marketing or advertising in the New
York City or Boston area after graduation.
Sarah Noell is a sophomore Integrated Marketing Communications major with a
minor in English. She is currently working for Campus Center Event Services at Ithaca
College as an operations manager and is also the Event Manager for Ithaca College’s
weekly Open Mic Nights. Sarah is passionate and driven to continue to be a spokes-
person for the arts and is dedicated to continuing a career in supporting local art and
music.
Mark Lam is a junior Integrated Marketing Communications major and music minor
from Hong Kong. His passion for food and dedication to seeking new culinary experi-
ence are believed to be unrivaled.