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22

Table of ContentsSummary 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 SummaryIZZE 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

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

44

H i sto r i ca L CONTEXTof IZZE

2002

2006

2008

2003

2007

Tom Woloson & GreG sTroh seek To creaTe a fruiT-juice-based beveraGe similar To The sophisTicaTed sodas of europe. named afTer Woloson's dauGhTer, izze beveraGe company is founded.

izze hiTs The shelves WiTh sparklinG blackberry, sparklinG GrapefruiT, sparklinG lemon, and sparklinG pear.

purchased by pepsico Who

announces They Will keep The izze formula as is, only helpinG WiTh markeTinG.

izzeesque is inTroduced as a loW-calorie alTernaTive To The oriGinal sparklinG beveraGe.

izze forTified is inTroduced as an enriched drink WiTh 30 usrda viTamin c, 10 viTamin b6, and niacin.

izze's 10 year anniversary brinGs sparklinG lemon ouT of disconTinuaTion To reinTeGraTe The oriGinal flavor back on To shelves. 2012

5

Competitor Analysis

StrengththE 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.

Weaknessonly 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.

WeaknessthEy 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.

WeaknessbEcausE thEy prIMarIly targEt chIldrEn, thIs product doEs not havE thE sophIstIcatIon aspEct of Most of thE othErs In Its catEgory.

The sWiTch san pelleGrino

fruiT 66

66

Strength Weakness

Opportunity Threat

SWOTAnalysis

-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 buyfrom 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

Environmental AnalysisIZZE 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.

Sociocultural Forces

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

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?

Objectives of Researchour 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.

Primary ResearchwE 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.

Secondary Research

1010

brand value proposition

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.

Functional benefits

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.

emotional benefits

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-Expressive benefits

11

Campaign Strategy &key insights

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.

The Challenge 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.

Key Insights

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

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

"nature wants it back."

13

The Big Idea

1414

Creative Overview

CREATIVE STRATEGyfIrst 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

Art Directionjust 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

Print Executions

1616

Print (continued)

17

Web executionthE 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.

1818

Out of home

19

TelevisionscEnE 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.

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

Creative Testing

The following quotes are from individuals who fit i nto our target audience. We showed them our advertising 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.”

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

Media Choices: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.

2424

Media Choices: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

Media Choices:Internet (Cont)/Out of Home

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.

2626

Media Choices: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

Media Schedule

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Media BUdget

Media BudgetProduction Total Cost

$ 960,000.00

Magazines # Pages Cost Per Page Total CostCosmopolitan 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 CostDiscovery 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 CostSpotify 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 CostNYC 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

Brand Activationfor 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.

3030

BRAND ACTIVATION:TOP CHEFIZZE 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

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%

323232

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.

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

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.