IZZE

Bryan Bingham, Jessica Blain, Jessica Frye, Katie Bailey, Lindsey Trujillo, Tyler Minetto

ICE

AGENCY

Table of Contents
3
4
7
8
9
10
11
13
15

Executive Summary
Situation Analysis
Marketing Goals
Target Audience
Media Objectives
Creative
Media Strategy
Media Execution
Promotions and
Non-Traditional Efforts
18 Budget
19 Group biography
21 Appendix

Executive Summary
IZZe is a smaller company with a very specific audience. The IZZE product line is geared towards a
healthier alternative to the heavy, sugary soft drinks that dominate the market. Due to the smaller niche that
IZZE occupies, the companys reach is limited and the majority of advertising is done through
social media.
The goal of ICE Agency is to take a portion out of soft drink market share, and position IZZE as a healthier,
smarter alternative to typical soft drinks.The primary target is women raising a family, age 25-44, and a
secondary audience of single working women, age 18-49.
The use of the existing social media platforms will be pivotal in the new campaign, however traditional
media will be used to increase reach in national categories. The goal is to give IZZE a unique branding by
incorporating opportunities for users to engage with the company and help represent the brand. This will be
done through non-traditional promotions such as contests that promote not only a healthier lifestyle, but also
promote community awareness and corporate responsibility.

Situation Analysis
History
IZZE is an American version of the sophisticated light sodas generally found in Europe. The founders,
Todd Woloson and Greg Stroh hoped to create a brand that was fun but also had a conscience. They were
determined to to produce a drink that was made from pure and simple ingredients. They did just that in
February of 2002.
IZZE is an all natural sparkling juice beverage. This helps differentiate IZZE from its competitors. It is
made from real juice and sweetened by fructose, a natural sugar. Everything about IZZE comes from
wholesome, natural sources. A percentage of IZZE profits go to the Global Education Fund.
IZZEs major marketing strategy is to build their brand. They want to create a name among all their other
competitors, which include Coca-Cola, Dr. Pepper Snapple group, and Monster Beverage Corporation. It
has been difficult for them to determine the right marketing mix to compete with goliaths in the
soda industry.
They took a step forward when IZZE was acquired by Pepsico in 2006. Their past endeavors were to give
IZZE a name. Their endeavors for the future are still to give IZZE a name, but also emphasize making IZZE
a household name and getting it on every grocery store shelf.
IZZE is currently located on shelves in upscale stores like Whole Foods and Trader Joes. They also sell
from their site through Amazon.com. Most of their advertising communication is done through social
media. They have strong social media sites to communicate with their publics. However, they wish to
expand to truly achieve national distribution.

Situation Analysis
Competitive Analysis
IZZE is an American version of the sophisticated light sodas generally found in Europe. The
founders, Todd Woloson and Greg Stroh hoped to create a brand that was fun but also had a
conscience. They were determined to to produce a drink that was made from pure and simple
ingredients. They did just that in February of 2002.
IZZE is an all natural sparkling juice beverage. This helps differentiate IZZE from its competitors.
It is made from real juice and sweetened by fructose, a natural sugar. Everything about IZZE comes
from wholesome, natural sources. A percentage of IZZE profits go to the Global
Education Fund.
IZZEs major marketing strategy is to build their brand. They want to create a name among all their
other competitors, which include Coca-Cola, Dr. Pepper Snapple group, and Monster Beverage
Corporation. It has been difficult for them to determine the right marketing mix to compete with
goliaths in the soda industry.
They took a step forward when IZZE was acquired by Pepsico in 2006. Their past endeavors were to
give IZZE a name. Their endeavors for the future are still to give IZZE a name, but also emphasize
making IZZE a household name and getting it on every grocery store shelf.
IZZE is currently located on shelves in upscale stores like Whole Foods and Trader Joes. They also
sell from their site through Amazon.com. Most of their advertising communication is done through
social media. They have strong social media sites to communicate with their publics. However, they
wish to expand to truly achieve national distribution.

Market SHare Breakdown

Situation Analysis
SWOT
Strengths (Internal)
IZZE recently was acquired by PepsiCo which created significant internal strengths. IZZE is now
coming out with a new line of drink called IZZE Vitamins which opens up opportunities to create
new design and to compete better in the fruit juice market. The national market is the main focus that
IZZE will be focus most of the ad spending dollars with the budget of 18 million.

Weaknesses (Internal)
The IZZE brand strives for a growth comparable to other well-known PepsiCo products such as
Pepsi, Gatorade, and Aquafina. Due to integration with PepsiCo, IZZE became subject to the new
ownership and expectations which placed restraints on what type of advertising and branding were
acceptable. The restraints can also play a role should founders Woloson and Stroh, currently on the
IZZE brand team, decide to change brand personality

Opportunities (External)
The unique brand makes up their own beverage category which allows them room for creative
campaigns. There are opportunities for social media growth as IZZE currently utilizes a portion of
social media such as Instagram and Facebook but are yet to explore other vehicles. IZZE also shows
potential in market penetration because of breakthroughs in the the medium. National stores such as
Target currently carry the brand which is another opportunity for distribution.

Threats (External)
Due to the lack of social media presence, the IZZE brand suffers from a weak following because
exposure is at a minimum. THere is high competition to IZZE with brands like Coca-Cola, FUZE,
Odwalla, Fanta, and Sprite 0. They are currently losing their personal brand through moving into
larger corporations.

Marketing Goals
IZZEs main marketing goals are generated around creating a dialogue between IZZE and its
customers. They want this dialogue to be so strong that it creates a demand for IZZE. With this
strong demand, IZZE will have to be placed on every grocery store shelf in America.
They hope to do this by promoting the brand and not their individual products. As the founders have
said several times, The taste is the same. They want their brand recognition to grow by 10 percent
with a 22 percent aided brand recognition.
They also hope their goal of creating this dialogue will be achieved by marketing on a national scale.
This will help them gain a 70 percent national distribution within two years.

Target Audience
Primary Audience
The primary focus on the campaign will be on the young mother. 25-44 year old married mother will
be the one who is purchasing for the family unit. Through research it was found that the majority
of the drinkers of IZZE are parents (119 index), and they are married (112 index). These tend to be
young families between the ages of 25-44 (115) with one to three children (123). Their children range
from ages 2-5 (122).
IZZEs primary audience also tend to have an annual income of $60,000 to $150,000 (115).
According to a study that analyzes the demographics of IZZE, they tend to have a healthier lifestyle
and tend to shop in all organic, upscale markets. They have interests in fitness(198) and travel (145).
They tend to have a hobby of cooking (119).

Secondary Audience
It would also be beneficial to target the single working women. Women tend to drink Izze more
than men (111). Also according to Mintel, women were 29% more likely to drink sparkling juices.
These women are from the ages of 18-49 (127). They work in the fields of management (111) or in a
professional office setting (126). They have graduated from high school, have some college or have
graduated from college (111).
These women tend to live in major metro areas (107). They tend to earn 50,000 to 100,000 dollars
(106). Their interests are pretty much the same as the families listed under the target audience. This
helps us to conclude that it would be good to focus on them as well. This will help Izze to create
more brand awareness among different groups of people which will create a place for Izze in many
American homes.
Index numbers were based on MRI reports on sparkling water, Izze and S. Pellegrino.

Media Objectives
Based on the Ostrow Model, a frequency of 2.5 is ideal for maximum market integration. This was
determined because IZZE is still a lesser known brand under the umbrella of a large corporation,
Pepsico. We believe that a lesser frequency would still provide the same results.
A reach of 70 was chosen for the current exposure rate of the target market for national markets,
as well as in the secondary market. This was chosen based off the recency theory of exposure, and
working under the assumption that IZZE ads are going to be noticed under the Pepsico brand.
Furthermore, a pulsing schedule with a baseline goal of 175 GRP per month was selected. A pulsing
schedule is ideal to keep unnecessary costs down where sales are in a natural decline due to the
nature of the product, however, periods such as summer and the holiday season will receive heavier
concentration due to the climate and seasonal demand.
These goals will be adjusted when we use spot marketing. Flighting will be done in our spot markets
and will be emphasized during the months, April & May and October & November.

Creative
Positioning Statement
We are positioning IZZE as the womans choice for a refreshing, light and healthy drink.

Tagline
For the woman on the move.

10

Media Strategy
For IZZE to create a voice for themselves among the several competitors, it will take a pulsing plan
for them to gain the national recognition that they need. We believe that if we use a continuous
approach for all national buys it will allow IZZE to get the necessary reach and frequency they need.
We also believe we should heavy up our buys during the months of April, May, October and
November. This will be done in our spot markets. This will help IZZE to penetrate the market more
during the times of summer and spring and the kickoff of the holiday season.
We are using a mix of spot and national marketing. This is to help IZZE penetrate the national
market and gain the necessary coverage to reach their distribution goals.

Spot Market Choices

The spot markets are listed on the next page. The spot markets were chosen out of the top 50
markets. These markets were chosen based on their CDI numbers. They were weighted by based on
the EV percentage breakdown shown below.

Media Mix
The media mix was determined based on numbers used by the competitors. Much of their budget
went to magazines. Therefore, most of our budget went to magazines, 35 percent. This is to help
IZZE gain a part of the share of voice in this medium. The same rationale was used for Cable TV, 20
percent.
IZZEs competitors also use the internet. However, IZZE has the opportunity to gain a considerable
amount of share of voice in this medium. IZZE specialized in internet marketing. We at ICE feel that
this is a good tradition to carry on.
The rest of the media mix will only be used during the times of flighting. This is concentrated in our
spot markets. The two media is radio and outdoor. This is because these two media were not used
as much as the other three media by users. However, if they are focused in our spot markets we do
believe that they can be successful.

Scheduling Patterns
The campaign will be a yearlong campaign. It will begin in January of 2015 and end in December
2015. We have decided that a pulsing plan would be best.
We will use a continuous pattern during the months of January, February, March, June, July, August,
September and December. This will consist of making national buys in Internet, Cable TV and
magazines.

11

Media Strategy
Flighting will take place during the months of April, May, October and November. The same national
buys will be down with more buys being done in radio, outdoor, and social media.

EV %

Markets
Bakersfield, CA
El Paso, TX
Fresno, CA
Houston, TX
Lafayette, IN
Laredo, TX

Las Vegas, NV
Sacramento, CA
Los Angeles, CA
Salt Lake City, UT,
Miami- Fort Lauderdale, FL San Diego, CA
Milwaukee, WI
New York, NY
Providence, RI-MA

12

Media Execution
Specific Vehicles
Magazines
We have found that people who drink IZZE tend to be heavy to moderate readers of magazines (150
&124). We believe that the best magazines will be magazines based in food, fashion, and health
which are consistent with the target audiences interests. Our choices were Food and Wine (149),
Womens Health (191 & 152), Vogue (149) and People (116 & 113). People magazine was chosen
because of the high index numbers, and also the raw numbers were high as well (42000 +).

Cable TV
MRI reports stated that people who drink IZZE tend to be medium to light television viewers (116
3rd quintile & 104 4th quintile). This leads us to think that if we target specific vehicles we could
have success in reaching the target. The vehicles chosen are Food Network (117&130), Travel
Channel (139), Bravo (125&131) and HBO (157).

Internet Websites
Much of IZZEs advertising initiatives are focused on the Internet. This is also proven in the MRI
reports for Internet usage (120+). The websites we would focus on are ABC.com (127), CNN.com
(127&166), I Heart Radio.com (121), Pandora.com (116 &117) and Spotify.com. Spotify was chosen
because it is the up and coming music streaming site that boasts more and more users every year.

Outdoor & Radio Markets

During the months of April, May, October and November we will be making spot market buys in
outdoor and radio. Our spot markets are focused in western (116&138) and northeastern (149&178)
regions of the United States. Many users of IZZE are medium to light users of radio and outdoor.
However, if we focus our efforts in big metro areas this will be proven beneficial due to the high
population of IZZE users who live in big metro areas (124&156).

13

Media Execution
Flowchart
Below is the flowchart outlining the media buys during the 12 month campaign. As you can see on
average we were able to achieve the reach and frequency goals outlined in the media objectives. We
were able to have on average a 70 reach and a 2.5 frequency for the most part during the months of
January, February, March, June, July, August, September and December. During the months of April,
May, October, November reach and frequency were increased due to the extra buys we made in
outdoor and radio spot markets. We believe that this mix if national and spot buys would help propel
IZZE into the home of every American home.

14

Promos & Non-traditional

Izze-it contest
The Target audience has a knack for culinary exploration. The IZZE-fy it contest will give them
an opportunity to display their talent and offer creative ideas for using IZZE. Participants will
submit food and/or drink items they have created using IZZE as an ingredient and the winner will be
featured on Food Networks prime TV show Tripping out with Alie and Georgia, where they will
have the privilege of preparing their recipe on air.

15

Promos & Non-traditional

Keep the can promotion
IZZE is heavily connected to its customers on social media. Using social media, customers can post
unique ways they have found to reuse the empty can, rather than throwing it out. IZZE represents
a healthier lifestyle in finding ways to reduce waste. Mothers at home will enjoy the opportunity to
express their creativity and have projects that encourages other family members to participate.

16

Promos & Non-traditional

the izze effort
As part of a public relations effort, as well as a way to promote and engage IZZE users, IZZE will
promote humanitarian/goodwill efforts by featuring acts of kindness performed by customers.
Customers will submit acts of kindness via the IZZE FaceBook page. This will help align IZZE with
those who have the tendency to reach out to others. Positioning IZZE as a brand that not only cares
about helping people make better choices for their health, but also for their community and humanity.
We want IZZE to represent those who accomplish extraordinary things.

17

Budget
35% of the advertising budget was placed on magazine advertisement because our competitors
spending in this category is large. While IZZE is not looking to gain the greatest share of voice in this
market, it is trying to have a representation in the category.
Internet and cable were both allotted 20% of the marketing budget for various marketing tactics.
Internet presents us with a low cost in media spending. Using our internet resources also gives us a
greater opportunity to reach a larger number of our target audience. Cable is a good way to increase
national reach and while adding IZZEs voice where competitors spend advertising dollars.
Radio and outdoor advertising were given 13% of the budget for spot markets. Spot markets were
utilized for flighting. The northeast and western regions had high index numbers for these media,
and radio and outdoor advertising have high reach for a low cost per thousand.
Nontraditional has been successful in the past with projects and tactics within the industry. We want
to keep going in line with the promotional pieces that they are already implementing at IZZE.

18

Group Biography
Jessica Blain

the Fearless rockin leader

Jessica is a senior who is majoring in Communication with an emphasis in

Public Relations. Jessica has had her hand in all parts of this plan. She was
mostly in charge of the copy for the book. She has fearlessly lead the team to
the end.

Jessica Frye

Dont drink the pre-workout

Jessica is a communication student with a public relations emphasis. She

will graduate in April of 2015. She has worked primarily on content; writing
and editing copy.

Bryan Binghamthe proctor

Bryan is a graduating senior who has an emphasis in advertising. Bryan is
responsible for the promotions concepts, executive summary and document
editing.

19

Group Biography
Tyler Minetto

the guapo

Tyler is graduating with a degree in Communication and an emphasis in

Advertising. He will be going on to work as a Sales Account Manager
with NUVI in the Salt Lake City, UT area. He is an avid sports enthusiast,
musician and most importantly a family man. His role was the copy editing
as well as composing other sections of this campaign.

Katie BaileyKay Bay

Katie is graduating with a Bachelors degree in Communication and an
emphasis in Advertising. Her responsibilities involved writing content as
well as establishing the media strategy and budget.

Lindsey Trujillo

Dat hair doe

Lindsey is a graduating senior with a Bachelors degree in Communication.

Focusing on the Visual Communication side of her degree, Lindsey hopes to
take her talents to become a fashion photographer. Her responsibilities were
writing up the media objectives, coming up with the creative, and creating
the IZZE campaign book.

20

Appendix
The Ostrow Model
Part 1: Marketing Factors the Affect Frequency
New brands +.1
Low market share +.1
Smaller less known brand
+.2
High brand loyalty -.2
Short purchase cycle +.1
Product used occasionally -.2
+.1
Part 2: Copy Factors that Affect Frequency
Simple copy? -.2
Copy more unique than competition?
+.1
Continuing campaign? +.1
Product sell copy? -.1
Single kind of message?
-.1
To avoid wear out; new messages?
-.2
Larger ad units? +.1
-.3
Part 3: Media Factors That Affect Frequency
Lower ad clutter? +.1
Compatible editorial? -.1
Attentiveness high? -.1
Continuous advertising? -.1
Few media used? -.2
Opportunities for media repetition?
+.1
-.3
3 + -.5 = 2.5

Situation Analysis Sources

http://www.hoovers.com/company-information/cs/competition.Izze_Beverage_Co.aa29e9567febe8e3.
html
http://www.statista.com/statistics/225464/market-share-of-leading-soft-drink-companies-in-the-ussince-2004/

21

Appendix
S. Pellegrino MRI
Fall 2013 Product: Beverages
Bottled Water & Seltzer
Drank in Last 6 Months S.Pellegrino
Adults
Total '000 Proj '000 Pct Across Pct Down
Women
Educ: graduated college plus
Educ: attended college
Educ: graduated high school
*
Age 18-24
*
Age 25-34
Age 35-44
Adults 18-34
Adults 18-49
Adults 25-54
Occupation: professional and related occupations
Occupation: management, business and financial operations
HHI: $150,000+
HHI: $75,000-$149,999
HHI: $60,000-$74,999
*
HHI: $50,000-$59,999
*
Census Region: North East
Census Region: South
County Size: A
County Size: B
Marital Status: Never Married
Marital Status: Now Married
Marital Status: Engaged
*
Child age: <12 months
*
Child age: 12-23 month
*
Child age: <6 years
Child age: 2-5 years
Magazines: I (Heavy)
Magazines: II
Newspaper I (Heavy)
Newspaper II
Radio I (Heavy)
Radio II
Radio IV
Radio V (Light)
TV (total) II
TV (total) III
TV (total) IV
Internet I (Heavy)
Internet II
Internet III
Outdoor III
Outdoor IV
Outdoor V (Light)
Cable Services: Bravo
Cable Services: Cooking Channel
Cable Services: The Discovery Channel

121967
66457
44291
70650
30228
41382
40092
71610
133371
125605
31639
22708
25578
66739
25079
18916
42904
88114
96170
72312
64792
126047
11619
9978
7962
44432
34631
47150
47102
47117
47109
47135
47112
47105
47114
47105
47113
47095
47108
47111
47114
47143
47125
47111
32006
31034
71126

2250
2271
598
427
216
795
882
1011
2375
2579
848
850
1012
1652
334
291
1281
857
2521
849
989
2370
107
151
111
767
708
1194
1001
854
771
775
779
1006
638
624
929
932
985
1045
931
775
716
604
670
579
1034

1.8
3.4
1.4
0.6
0.7
1.9
2.2
1.4
1.8
2.1
2.7
3.7
4
2.5
1.3
1.5
3
1
2.6
1.2
1.5
1.9
0.9
1.5
1.4
1.7
2
2.5
2.1
1.8
1.6
1.6
1.7
2.1
1.4
1.3
2
2
2.1
2.2
2
1.6
1.5
1.3
2.1
1.9
1.5

56.9
57.5
15.1
10.8
5.5
20.1
22.3
25.6
60.1
65.2
21.5
21.5
25.6
41.8
8.4
7.4
32.4
21.7
63.8
21.5
25
60
2.7
3.8
2.8
19.4
17.9
30.2
25.3
21.6
19.5
19.6
19.7
25.4
16.1
15.8
23.5
23.6
24.9
26.4
23.5
19.6
18.1
15.3
16.9
14.7
26.2

22

Appendix
MFP Izze mri

23

Appendix

24

Appendix
Sparkling water mri

25

Appendix

Competative Market Info

Dollars in $(000)
Category
Bottled Water

Year
2012
2013

B-to-B
0.9
0.9

Cable TV
27.7
24.8

Hispanic
Mags
0.1
0.0

Hispanic
Newsp
0.0
0.0

Carbonated Soft Drinks

2012
2013

2.5
2.0

135.9
168.0

0.1
0.3

0.5
0.6

Fruit Juices & Fruit Flavored Drinks

2012
2013

1.7
1.9

129.7
105.3

0.0
0.0

0.0
0.0

Non-Carbonated Soft Drinks

2012
2013

1.2
0.5

147.6
144.0

0.0
0.0

0.0
0.0

Vegetable Juices

2012
2013

0.0
0.0

9.1
4.3

0.0
0.0

0.0
0.0

*SLN-TV=Spanish Language Network

Source: Kantar
sov
Bottle Water
Carbonated Soft
Fruit Juices
Non-Carbonated
Vegetable Juices

26

ICE

AGENCY