Izze Advertising Campaign was a project with the goal of creating a hypothetical ad plan for Izze. We analyzed competitors, the environment, and target markets. We also made a media schedule, media budget, creative executions and brand activations.

1. 1

2. 22
Table of Contents
Summary 2
Agency Brand Strategy 3
Historical Context of IZZE 4
Competitor Analysis 5
SWOT Analysis 6
Environmental Analysis 7
Objectives & Budget 8
Research 9
Brand Value Proposition 10
Campaign Strategy 11
Primary targets 12
Big -Idea 13
Creative Overview 14
Creative Execution 15
Creative testing 21
Media Objectives 22
Media Choices 23
Media Schedule 27
Media Budget 28
Brand Activation 29
Evaluation 31
Creative Brief 32
We're on a first name basis 33
Executive Summary
IZZE sparkling juice is a refreshing, alternative drink which consists of
70% fruit juice and 30% seltzer water. Made with pure and simple
ingredients, IZZE is free of refined sugar, high fructose corn syrup,
caffeine and preservatives. In addition to the goodness of the
product, IZZE also provides two servings of fruit in each bottle. IZZE
is unlike any other drink on the market. However IZZE goes beyond
just what is inside the bottle- the goodness of the IZZE brand is
shown in each purchase of the product. The customers of IZZE
support the product's devotion to simplicity, while still
understanding the sophistication within having a natural
product. IZZE truly is the perfect refreshment to buy, share and
drink anytime, anywhere, with anyone.

3. 3
Our Agency
At First Name, a full-service advertising agency, we want our
clients to have familiarity with us. We are the agency that will act
as a best friend and tell our clients exactly how it is, no bologna.
We push to stay on top of the constantly changing, fast paced
industry that is advertising. With a variety of different backgrounds
that go into our team, we provide results that will not only satisfy,
but exceed client expectations. We take pride in our work and have
found success through the six steps provided below. We are always
looking to make new friends, but don't worry, you'll only have to
remember First Name.
First Name

4. 44
HistoricaL CONTEXT
of IZZE
2002
2006
2008
2003
2007
TomWoloson&GregStrohseektocreate
afruit-juice-basedbeveragesimilarto
thesophisticatedsodasofEurope.Named
afterWoloson'sdaughter,IzzeBeverage
Companyisfounded.
IZZEhitstheshelveswithSparkling
Blackberry,SparklingGrapefruit,
SparklingLemon,andSparklingPear.
PurchasedbyPepsiCowho
announcestheywillkeeptheIZZE
formulaasis,onlyhelpingwith
marketing.
IZZEesqueisintroducedasa
low-caloriealternativetotheoriginal
sparklingbeverage.
IZZE Fortified is introducedasan
enricheddrinkwith30USRDA
VitaminC,10VitaminB6,andNiacin.
IZZE's10yearanniversarybrings
SparklingLemonoutofdiscontinuationto
reintegratetheoriginalflavorbackontoshelves. 2012

5. 5
CompetitorAnalysis
Strength
The most similar to Izze, but offered with
different flavors. This is also a lot less
expensive and tastes very similar. In addition
to that, all of their drinks are vitamin
enriched, and listed as gluten free.
Weakness
Only have products with vitamins, which may
not appeal to all in their audience. Some of
the flavors are childish, which may not
appeal to the market they are targeting.
Strength
An Italian-made product, making it the most
authentic European-like soda. Packaged
differently in a club-shaped glass, which
looks more sophisticated.
Weakness
They have very limited flavors, only sticking
to citrus flavors, which doesn't make it a
very diverse drink. Also, very few people are
aware of this product all together, only
knowing the brand for its sparkling mineral
water.
Strength
A very low calorie version of sparkling fruit juice. They market mostly to children which
creates a broader market who are on the rise of the health-conscious movement.
Weakness
Because they primarily target children, this product does not have the sophistication
aspect of most of the others in its category.
The Switch San Pellegrino
Fruit66

6. 66
Strength Weakness
Opportunity Threat
SWOT
Analysis
-All natural ingrdients
-Recognizable Packaging
-Healthy alternative to soda
-Two servings of fruit in every
bottle
-Website is simple and easy
to navigate
-Higher price
than its competitors,
making it harder to buy
from its prospective customers
-Low amount of awareness
-Poor product placement
-There are very few products like
it on the market, creating
chances for it to dominate its
category
-Currently sold in 4 packs, but
could have package expansion
-People are still cost sensitive
due to the economic recession,
leading them to buy the cheaper
alternatives
-Considered an alternative to
soda, a niche product, limiting
amount of people in its audience

7. 7
Environmental Analysis
Izze sparkling juices face competition on a few fronts. There is competition from the traditional soda
industry, such as Coca Cola, other Pepsi products, and store brand sodas, as well as from flavored seltzer
water brands such as Polar Water or Seagram's. However, Izze is unique from its competitors because it offers
a truly delicious beverage that is still good for you, as it packs two full servings of fruit into one 12oz bottle.
Because of this, Izze sparkling juices are appropriate for both special occasions and everyday enjoyment, unlike
sodas or traditional seltzer waters.
Competitive Forces
Compared to lower-quality soda and seltzer beverages, Izze sparkling juices tend to cost a bit more. However,
other beverages do not offer the same health and flavor benefits that Izze sparkling juices do. At $1.39 to
$1.69 per 12oz bottle, Izze is still an affordable choice for price-sensitive consumers.
As a carbonated beverage, Izze could be considered a soda drink. Although no states in the US have passed a
soda tax yet, New York state considered this in 2010, and Denmark, Mexico and Norway already have soda
taxes established. This could be a threat to price-sensitive consumers and international markets.
Economic Forces
Legal/regulatory Forces
Many of today's consumers are becoming increasingly health-, socially- and environmentally-conscious. With
the increasing demonization of the soda industry, many consumers are trying to find alternatives to
traditional soft drinks. Izze sparkling juice is the perfect alternative. The all-natural fruit juice in each bottle
keeps the drinks sweet enough to curb soda cravings but without the extra calories and refined sugar. Izze also
offers Izze Esque, a low calorie drink option, as well as Izze fortified with Vitamins. Additionally, Izze sparkling
juices are produced in recyclable glass or aluminum containers, giving our product an environmental lead over
beverages in plastic bottles. With regards to social responsibility, Izze's founders started the Global Education
Fund to support childhood education. While drinking Izze, consumers can be sure that they are making positive
choices for themselves and for their community.
SocioculturalForces

8. 88
Objectives&Budget
Marketing Objectives: Through this
campaign, we hope to increase sales of Izze soda
by 9% over the next year. We will achieve this
by bringing attention to the delicious flavor of
Izze and its natural and healthy ingredients.
Advertising Objective: We hope to
reach 70% comprehension and 50% conviction
among our target market. Our target market
is both men and women between the ages of 18
and 34. We hope to reach 70% of our market
four times each.
Budget Summary: First Name was
allotted $12 million with which to
execute this campaign. We are
focusing heavily on TV and magazine
advertising while also utilizing internet
and out of home media.
Time Frame: Our campaign will
last a year long, beginning in January
2015 and ending in December 2015.
We will utilize a pulsing
strategy, meaning our campaign will
run all year, but we will
increase advertisements during
certain times of the year, such
as right before summertime.

9. 9
Research
To identify:
-Who drinks IZZE? Who is the primary
target?
-Why do IZZE drinkers prefer this
brand to others?
-What makes IZZE different from
other brands?
-What are the demographics,
geographics, psychographics,
habits of our primary target?
-Which mediums will most
effectively reach our target
market?
ObjectivesofResearch
Our primary goal of primary research
was to find the most commonly used
mediums by our target market. We
accomplished this by putting a link on
our packaging that sends the customer
to our website. All the customer
needed to do was fill out a quick 20
question survey about how they heard
about IZZE plus rank how often they
use various mediums. In return, and to
create an incentive, the
customer receives a $3 dollar off their
next purchase of an IZZE 4 pack.
Another method we used was
observational research. We observed
the number of people purchasing our
product at various gas stations,
supermarkets, and wholesale stores in
order to find out where to place our
point of purchase advertisements. Based
on all of our results we discovered the
top two most effective ways to reach
our target market would be Television
and magazine advertisements. Although
most of our budget will be allocated in
TV and magazines, our research
indicates point of purchase, online, and
out of house advertisements will also
help promote IZZE.
PrimaryResearch
We used the Simmons database to
conduct our secondary research. Here
we found generaldemographic features
of our market. It's adominantly white
group, 58% female, 42% male. They
are on the younger side, 18-34 and are
upper middle class. Questions pertaining
to hobbies, social interaction, recent
life events, and shopping helped us hone
in on the behaviors of a typical Izze
drinker. Popular activities among the
market include enjoying the nightlife,
listening to music, and reading. Lastly,
we used questions about environmental
beliefs, health attitudes, and
introspective views. Here we found that
our market is environmentally
conscious, id very self motivated, and
cares strongly about their personal
health.
SecondaryResearch

10. 1010
brandvalueproposition
Izze is an all natural drink made up of 70% real fruit juice and 30% seltzer water,
that's it! There's no added artificial flavoring or color, so you know what you're
putting in your body. In one bottle of Izze, you get not one, but two servings of
fruit. With the delicious taste of Izze, having two servings of fruit was never easier.
Functionalbenefits
Izze drinkers don't need to feel guilty twisting open their favorite flavor of Izze.
People associate fizzy and flavorful drinks with unhealthy habits but with Izze, you're
feeding your body all natural ingredients. Not to mention the vibrant and positive
brand makes it hard not to be in a great mood while drinking an Izze.
emotionalbenefits
People who drink Izze want to be seen with the bottle in their hand. The higher
quality and visually appealing drink shows that people who drink it have a sense of
style and uniqueness. Not only that, but the all-natural ingredients expresses the
importance of the users healthy lifestyle.
Self-Expressivebenefits

11. 11
CampaignStrategy&
keyinsights
The main challenge we
face is creating an
image for Izze that sets
it apart from other soft
drinks. Izze is in the soft
drink middle ground; it is
not a soda but also not
just flavored carbonated
water, truly making it in
a league of its own. We
need to create an image
for Izze as a soft drink
with a crisp, delicious,
all natural taste, making
it a viable drink option
whether just for lunch
or a major event. Most-
importantly, we need to
make our target market
think of Izze as simply
better than other soft
drinks.
TheChallenge
Through researching our
target market, we found some
information that will be
highly beneficial to our
campaign. When looking into
introspective questions
pertaining to health we found
our target market cares
strongly about their personal
health. In addition, our
target market also cares about
the health of the environment
around them, and tries to be
as eco-friendly as possible.
Moreover, the target market
also enjoys cooking, eating
as organically as possible, and
spending time out with friends.
KeyInsights
We are planning to appeal to
the personal health cares of
our target market by creating
a campaign that will set forth
Izze as an all-natural,
preservative-free drink with
two servings of fruit that is
the right beverage choice no
matter what the occasion.
Solution

12. 1212
Primary Targets
Isabella is a 26-year-old female living in Westchester, New
York pursuing her career in social work. Outside of her
career, she enjoys going out with her friends in the city
to musical venues, and small shopping boutiques. Being a
vegetarian since high school, Isabella prides herself in
buying organic and locally grown produce. Her friends
describe her as someone who would pay a little extra for
an all-natural product. In the next five years Isabella plans
to obtain her doctorate in sociology.
Bobby is a 29-year-old male in the greater Los Angeles area.
He's currently an Executive Chef at one of LA's premiere
organic restaurants A.O.C. When he is not exploring his life
passion of cooking, Bobby can be seen going on a jog with his
dog around the near by parks, or in a variety of the local coffee
shops playing at the open-mic nights with his band-mates. Bobby
is passionate about cooking and his music hobby, and he hopes
to one day combine the two and own his own music bistro in the
city.

13. 13
"nature wants itback."
13
The Big Idea

14. 1414
Creative Overview
CREATIVESTRATEGy
First Name plans on re-energizing Izze Sparkling Juice through its
innovative thinking and creative advertisement execution, connecting
the product back to the world it came from. We at First Name were
inspired to connect Izze back to its flavor's roots, because we know
that every sip of Izze tastes like a bite of our favorite fruit. We came
up with the idea "nature wants it back," emphasizing the true, natural
flavors and ingredients of Izze. The campaign will appeal to a
younger, environmentally friendly audience, through the portrayal
of some innovative thinking wild-life, taking back what they believe to
be rightfully theirs. The target audience will feel good drinking Izze
knowing that there are no preservatives, no refined sugars and no
artificial flavors-just natural fruit juice and seltzer.
In every advertisement, there
will be three main sections of
copy. The first copy will be
the tag-line, "nature wants
it back." which will be placed
next to the bottle of Izze in
each visual. At the bottom
of each advertisement, next
to the Izze logo there will be
a repetition of "no phrases"
describing the
naturalness of the product.
These phrases include:
no preservatives,
no refined sugars,
no artificial flavors,
finishing with the phrase -
no wonder nature wants it
back, reinforcing the tag-line
form above. The third main
section of copy, is the brand
activation piece, in which we
have a call to action for the
buyer to tweet to win free
Izze. All texts use the Bebas
text font, which is the font
found on all Izze products.
Copywriting
ArtDirection
Just like someone's own first name, the art direction for the advertisement is
plain and simple, yet easy to remember. The background of every advertisement,
excluding the web, is a plain white background. In the fore ground, Izze product
is front and center, with an animal from nature attempting to take the sparkling
juice back. The main color of the advertisements come from the Izze bottle, with
the text and boiler plate colored after the product. The tag-line "nature wants
it back." is in full color, as well as the background of the boiler plate. In the
bottom left hand corner of the advertisement, the packaging of the Izze product
is placed following the call to action and facts about the naturalness of the Izze
product.

15. 15
Print Executions

16. 1616
Print
(continued)

17. 17
Web execution
The banner advertisement will have three main parts. The initial will show an Izze bottle with legs
running across the screen followed by the silhouettes of a variety of animals. After the bottle
and animals leave the screen, the bottle will run back across the screen the other way with the
banner, which includes both Izze logos and the tag-line "nature wants it back." After the
banner comes across the screen, the sides with the two Izze logos will remain, and from the
bottom to the top, the call to action, "click here for a chance to win some free izze product,"
will stay on the banner.

18. 1818
Out of home

19. 19
Television
Scene opens on
a wide landscape
shot, leaves
rustle and a bird
caws. A man
pulls himself over
the top of a peak,
groaning. Three
young adults
look out on the
landscape. The
middle one says
"We made it,
gang! The top of
the mountain!"
Close up on
hands reaching into a backpack. Man:
"Time to celebrate with some Izzes."
Woman: Today, we have truly conquered
nature! And-- HEY!" Three falcons swoop
in and snatch the Izzes from the climber's
hands. A bird screeches loudly. Pan to sky
where words and drink are floating. As
announcer talks, the bottle changes color
to show all of Izze's flavors. Voiceover:
“Nature wants it back! Delicious Izze sparkling juices are made with all-natural fruit juice and just
a splash of seltzer. Tweet @Izze #NatureWantsItBack to win free Izze brand products. Pan to
birds drinking Izzes in a nest. Bird on the left burps.

20. 2020
"spotify" radio script
Izze Sparkling Juices
Radio: 30 sec
[waves lapping]
Ellie: Thanks for kayaking with me, Dan!
Dan: Any time, Ellie! Look, river dolphins!
Ellie: Wow! Let's relax with some Izze.
[bottles clink]
Ellie: They're coming closer! Right up to our boats!--
[two loud thunks followed by two splashes]
Dan: They took our Izzes!
Announcer: Nature wants it back! Delicious Izze sparkling juices are made with
all-natural fruit juice and just a splash of seltzer. Tweet '#NatureWantsItBack' to win
free Izze brand products. With no refined sugars, no artificial flavors, no preservatives...
no wonder nature wants it back.
[bottles clink and dolphins chirp]

21. 21
CreativeTesting
The following quotes are from individuals who fitinto our
target audience.Weshowedthem ouradvertising mock ups
and this is what they had to say:
"I like that this is the first time I've seen any sort of ad that looks like this. I mean it's not a rip
off of anything."
"That's a really cool idea. I didn't know Izze was all natural, but figured it out from the ad."
"I like that on the billboard the arm is coming out of the woods. It brings the idea to life."
"The ads are really easy to understand. I don't get lost in the message or anything."
"I am instantly drawn to the headline, which then makes the rest of it make sense.”

22. 2222
Media Objectives
Target Audience
Our target audience is made up of men and woman, between the ages of 18-34. They are young
individuals who are passionate about what they do, and love life. Our audience enjoys the
outdoors, and respects mother nature. When it comes to health, they are price sensitive, but are
willing to pay a little more for a healthy snack.
Message Weight
We will concentrate our advertising in major cities all around the nation, as that is where a
majority of young, energetic people are starting their careers.
Geographic Scope
This will be a regional and national campaign. Our television, magazine, and online advertisements
will be national, while our point-of-purchase and out-of-home advertisements will be put in major
cities.
Continuity
This campaign will follow a pulsing schedule with continuous advertising throughout the calendar
year andincreased exposure during three key periods 1) The beginning of Spring: Our vibrant flavors
will be wanted when the weather gets nice and nature returns to life 2) The beginning of Summer:
Temperatures are rising and so is the demand for a refreshing bottle of Izze 3) The holiday
season: It's party season and what's better than bringing a 4 pack of Izze to share with friends and
family.
Dimensions
Television: (1) 30 second commercial Magazine: (3) full page color ads with bleed :8.5x 11, Online:
(1) banner - 468 x 60 pixels Outdoor: (1) billboard ad 18x 48, Radio: (1) 30 second commercial.

23. 23
MediaChoices:
Magazine
Cosmopolitan: Cosmopolitan is a popular magazine for style-conscious women. Cosmopolitan
readers would be interested in Izzes bright colors and healthy ingredients. Readers of this
magazine will introduce Izze sparkling juices to their friends and establish it as a stylish drink for
their social circles.
GQ: Placing our advertisements in GQ is an important way to introduce Izze to our male target
market. Much like Cosmopolitan readers, those who read GQ are seen as modern and polished
and will likely be interested in a higher-end drink such as Izze.
National Geographic: National Geographic readers will be attracted to the natural side of
Izze sparkling juices. We can reach both men and women through this magazine and our "Nature
wants it back" advertisements fit right in with the magazine's content.
People: People is one of the most widely-read magazines in the United States. Placing our ads
here will allow us to reach a slightly more mature market, maily our 30-34 year old target
audeince. Izze drinkers are curious about the latest celebrity news.

24. 2424
MediaChoices:
Internet/Spotify
YouTube is a site that attracts multitudes of visitors from all over the world. A go-to site
for internet entertainment, YouTube is an excellent place to solidify our brand image.
The largest site on the internet for online shopping, Amazon is a hub of the internet
marketplace. With millions of visitors going to Amazon to buy goods it is a place where
Izze, as an all natural beverage choice, can prosper. Not only will the brand continue to
be exposed to massive numbers of people on Amazon but people searching for the perfect
drink choice in the online marketplace will be encouraged to purchase Izze.
Spotify is a staple in the music streaming business. With many users accessing the site
daily to listen to their favorite music, advertisements on Spotify will encourage listeners
to drink Izze. We can also target certain musical psychographics when advertising on
Spotify.

25. 25
MediaChoices:
Internet(Cont)/
OutofHome
Billboards are an important aspect of our campaign because it gives us a viable way to reach our
target audience when they are out of their homes and on the move. Our target audience is full
of urbanites who also enjoy getting outside, making billboards an excellent way to reach them.
Whether they are sitting in traffic or cruising home from a weekend vacation, our billboard
advertising will have our target audience craving the crisp, delicious, all-natural taste of Izze.
Out of home
Twitter is one of the largest social media platforms in the world. Promoted posts with
#NatureWantsItBack will help us further activate our brand. Brand activation is a key part of this
campaign and Twitter promoted posts will play a key role.
Pinterest is a unique platform for creating personal connections with consumers. By
repeatedly updating followers with recipes and pictures relating to Izze, we can build brand loyalty
among customers. Additionally, followers will share Izze posts with their own
followers, allowing us to build a community of Izze-lovers.

26. 2626
MediaChoices:
Television
We chose The Discovery Channel because Izze drinkers experience nature's beauty on
television just as much as they like to drink all natural ingredients. The discovery
channel also connects with our big idea relating to nature. We specifically chose to
advertise on Man v. Wild because Izze drinkers are adventurous and welcome educational
programming.
ESPN is a network that provides throngs of sports lovers with their daily dose of
sporting events and news. Their programming is youthful and action-filled, making
it a good platform to target our demographic. In particular we will concentrate on
SportsCenter, ESPN's flagship show which is a fast-paced news and highlights show.
Because our target market is made up of relatively busy consumers, they use SportsCenter
to catch up on their sporting news.
History Channel viewers are becoming younger with the content heading in a more fun
and reality based network. Izze drinkers have a passion for expanding their knowledge,
but also love having a good time.
To appeal to our target audeince, we have also decided to utilize two cooking shows on
two different networks: Food Network and Bravo Television. On food network, we have
deicded to incorporate Izze as a "secret ingredient" on the famous show chopped, during
the dessert round of the competition. In addition , Izze will be sponsoring Top Chef
Buffalo on Bravo, appearing in the show in a variety of ways, including as a competition
ingredient, as well as a sponsor for the award winner and "Top Chef."

27. 27
MediaSchedule

28. 2828
Media BUdget
Media Budget
Production Total Cost
$960,000.00
Magazines # Pages Cost Per Page Total Cost
Cosmopolitan 4 $ 297,735.00 $1,190,940.00
GQ 3 $ 171,809.00 $ 515,427.00
National Geographic 3 $ 222,950.00 $ 668,850.00
People 4 337,400 1,349,600
Total Magazine $3,724,817.00
TV # Rating points Cost Per Rating Point Total Cost
Discovery Channel/Man
vs. Wild 10 $ 30,000.00 $ 300,000.00
ESPN/SportsCenter 5 $ 30,000.00 $ 150,000.00
Food Network/Chopped 25 $ 30,000.00 $ 750,000.00
History Channel 10 $ 30,000.00 $ 300,000.00
Bravo/Top Chef 50 $ 30,000.00 $1,500,000.00
Total Television $3,000,000.00
Online Cost Reach Frequency Impressions Total Cost
Spotify 10 5,000,000 4 20,000,000 $ 200,000.00
Amazon 10 10,000,000 5 50,000,000 $ 500,000.00
Youtube 10 5,000,000 4 20,000,000 $ 200,000.00
Twitter 10 10,000,000 4 40,000,000 $ 400,000.00
Pinterest 10 5,000,000 4 20,000,000 $ 200,000.00
Total Online $1,700,000.00
Out of Home Billboard # Days Population CPM Total Cost
NYC 60 8,400,000 $ 3.00 $ 50,400.00
Chicago 60 2,700,000 $ 3.00 $ 16,200.00
Los Angeles 60 3,900,000 $ 3.00 $ 23,400.00
Miami 60 5,500,000 $ 3.00 $ 33,000.00
Buffalo 60 2,300,000 $ 3.00 $ 13,800.00
Boston 60
Atlanta 60 5,400,000 $ 3.00 $ 32,400.00
Total cost of OOH $ 169,200.00
Brand Activation Costs: $2,000,000.00
Total Budget
$ 11,554,017.00

29. 29
Brand Activation
For the brand activation portion of our campaign we are going to concentrate on grassroots
and social media. Social media is a simple and cost-effective way to solidify our brand and
increase our sales. Through grassroots and guerilla advertising in major metropolitan areas
we can help beautify communities while also increasing our brand awareness.
This portion of our campaign will begin with gardens popping up overnight in major US cities.
With approval from the cities, we will, over the course of one night, construct beautiful
gardens in the shape of Izze's logo in abandoned lots. With every popup garden there will be
signs with #NatureWantsItBack and @Izze with logos of Twitter, Instagram and Facebook,
giving people the motive to share the garden on social media.
In addition, we have decided to partner with a variety of gas stations and super markets to do
brand activation samples. Included with this sample will be a coupon in which the target
audience can save $1.00 on Izze. This coupon will assist in increasing conviction rate in our
target market.

30. 3030
BRAND ACTIVATION:
TOPCHEF
Izze has decided to partner with
one of Bravo TV's top shows, Top
Chef. Izze will be the prime
sponsor for the 2015 season,
which will be located in Boston,
MA. Being the primary sponsor of
Top Chef, Izze will gain an
exponential amount of impressions
as well as a large amount of vital
screen time. This year, there will
be both a $500,000 cash prize, as
well as a new 2015 Prius for the
Winner of Top Chef Boston. Izze
will also be feature in a total of 4
competitions, including a flavor
making competition, in which the
winning chef's flavor will become
a feature Izze flavor, in
conjunction with Top Chef. We
can not be more excited to be
partnered with Bravo, and can not
wait to see what natural sparkling
juice the competing chefs come up
with this year.

31. 31
Evaluation
The main objectives of this campaign were to increase brand comprehension to 70%,
conviction by 50%, and sales 9%. We have detailed our predictions of increases in
these areas below. The sharpest increase in these numbers will likely be in April and
May when the bulk of our advertising will be running on magazine, billboard, TV,
online. There will also likely be a spike in December.
!
Month Comprehension Conviction Sales
March 6% 3% 0.2%
April 10% 8% 1.3%
May 9% 7% 1.8%
June 6% 3% 1.2%
July 8% 6% 0.8%
August 7% 5% 0.6%
September 3% 2% 0.4%
October 4% 3% 0.3%
November 6% 4% 0.6%
December 7% 5% 0.9%
January 2% 3% 0.6%
February 2% 1% 0.3%
Total 70% 50% 9%

32. 323232

33. 33
Now that we're on A First Name Basis
Chris Brown is a sophomore Integrated Marketing
Communications major with a Communication Management and
Design minor from Reading, MA. On campus, Chris works as
a student assistant at the multi-media desk of the library and is
the design marketing intern for Project Look Sharp. In his free
time, he is an active member of the Club Ice Hockey team, playing
defense and serving as the club secretary. Next spring, he plans
to intern and study in Los Angeles where he can pursue his
interests in the advertising field. After graduation, Chris hopes
to move to New York City or Los Angeles where can work in
advertising utilizing his creative skills. Chris 's favorite flavor is
crisp sparkling apple.
Peter James is a sophomore majoring in Integrating
Marketing Communications and minoring in Legal Studies.
He plans to one-day work for an advertising agency, and is
extremely excited to gain real world experience while
studying in Los Angeles next spring. Peter is a member of
Student Consulting for Non-Profits as well as American
Marketing Association. He is currently employed on
campus as an intramural sport official. Peter 's favorite
flavor of Izze is Sparkling Blackberry.

34. 3434
Drew Olkowski is currently a sophomore, integrated
marketing communications major at Ithaca College. On
campus, Drew is involved in a variety of clubs and activities
including Student Government, Residence Hall Association
and IC Spirit Week. This summer, Drew can be found at his
family cottage on Chautauqua lake, in which he will be
working as the Office Manager for the Chautauqua
Institution's Daily Newspaper. Drew is looking forward to
the next two years here at Ithaca, and hopes to graduate
and go into the field of copy writing. Drew's "fav flav" of
Izze is the summer special lemonade, which he enjoys during
all of his summer adventures.
Jacob Marmor is a sophomore studying Integrated Marketing
Communications at Ithaca College's Park School of
Communication. He has served as the Editor-in-Chief at Your
EDM and Editor-at-Large at Elektro Magazine as well as a
sales consultant for Live Nation's Senior VP of Sales. This
summer he will intern at Live Nation's headquarters in New
York City. Upon graduation, Jacob hopes to work in the live
entertainment business. One day he hopes to return to school
to achieve a PhD in anthropology and perhaps become a
professor. His favorite Izze flavor is grapefruit and he takes it
with a chipotle burrito bowl on the side.

35. 35
Jill Weidman is a sophomore Environmental Science major with
Integrated Marketing Communications and Honors minors from
Fairport, NY. Through Ithaca College, Jill interns for Ithaca
Community Harvest to promote food justice in Tompkins County and is
the public relations head for Ithaca College Environmental
Society. In her free time, she makes maple syrup with her Non-Timber
Forest Products class and enjoys some Izzes at ladies nights with her
friends. This summer, she will be taking care of the beehives in Ithaca
College's apiary as well as working for Wegmans. Next spring, she
plans to study abroad in an ecovillage in Iceland. After graduation,
she hopes to go into the field of science communication and use her
IMC skills to spread game-changing ideas. Her favorite flavor of Izze is
Sparkling Ginger.