Project Overview

1. Develop a new product line for the IZZE brand. This would most likely be in the Food and Beverage category but could exists in another category as long as it strategically ties back to the brand virtues.
2. Create the name, packaging design, and product design (if necessary).
3. Develop a launch campaign. The campaign media should be determined by the product type and demographic. It could be outdoor, print,   digital, in-store and/or social. Pick your top two or three recommendations for the advertising medium and design to those.

Why are we advertising?

To introduce the next product line of the IZZE brand. IZZE represents a simple, stylish and better for you sparkling beverage (carbonated soft drink). The taste and flavor profile is unique and rewards the palate while uplifiting the spirit. The ingredients are all natural – simply pure fruit juice and sparkling water with no added sugar, caffeine or preservatives. The new product line should build off these brand virtues and appeal to the existing, devout target audience.
Who are we talking to?

Primary: Enhancers; Secondary: Social Mavens
Shared qualities: Healthy optimists who proactively seek positive choices in food & beverages to enhance their lives. They share a love for life and believe that feeling healthy is being healthy.
Enhancers: Refined, established, quality seekers who appreciate the good things in life from experiences to food & beverage choices. In order to really feel good about enjoying a beverage, it has to not only taste good, but it also has to be good. If it’s just one or the other, they either can’t fully enjoy it or just won’t drink it.
Social Mavens: Youthful, trendy, variety seekers who want enjoyment and pleasure in their food & beverage choices.    They seek brands that fit their lifestyle and are a reflection of their values.
What do people currently think?

IZZE is a brand that I trust, adore and identify with. It represents my values of high quality, healthy living and my lifestyle of simplicity and goodness. I love the IZZE brand but only have it once a day as an afternoon treat or a pairing with lunch. In every encounter with the brand, I feel a sense of pride, optimism and enjoyment.
What would we like them to think?

There’s a new, exciting way to engage with the IZZE brand. I can’t wait to try this new IZZE product and enjoy all of the goodness that I’ve come to expect from IZZE Sparkling Juice.
Rather than just having a beverage, Everything I love about IZZE from the iconic style to the premium quality to the delightful feeling is available in this new product.
What is the single most important idea we can convey?

The rewarding sensory experience of IZZE and its brand promise exist in this new product.
Why should they believe it?

The existing relationship, trust and passion that they already have with the brand.
What is the brand’s personality? Simple, smart, stylish, sophisticated, clever, fun, rewarding, premium, natural, independent.
What are the mandatories?

1. New product name and packaging design.
2. Launch campaign represented in two touchpoints, e.g. outdoor, online, print, broadcast, social, in-store. Suggested brand research:

• IZZE.com
• Facebook.comIZZE
• http://www.flickr.com/search/?q=izze