Overview
IZZE is a natural sparking fruit juice that is packed with natural fruity flavor and a strong fizzy taste. The goal of this campaign was to create awareness that results in a strong call to action and brand positioning that allowed IZZE to stand out amongst its competitors.
Target Audience
We wanted our campaign to specifically target Gen Z, age 14-22. We discovered through research that this specific age group values authentic relationships and conversation in a time where they struggle with loneliness. Ultimately, we wanted to position IZZE as a drink that not only brings great flavor, but also promotes authenticity, connection, and conversation.
Gen Z lives in a world that causes them to grow up fast, to take life seriously, despite the desire to feel good and enjoy life. They are faced with the pressure to be perfect, to succeed. Surrounded by these pressures, our audience can refrain from initiating conversation about their stressors.
Deliverables
Pop-Up IZZE Event/Special Event Can Redesign
The IZZE Pop Up Event, participants are able to share a free IZZE drink of their choice with another persona at a table. Each table will have a card printed with its own unique question for the participants. Questions could range from "What is your favorite color?" to "What is one regret that you have from your teenage years?" Everyone is able to #CrackOpenAConversation. In addition, participants can write their responses on their card and post it on the board to share with the world.
Social Media Campaign
We wanted to #CrackOpenAConversation online as well. In compliance with the brand guidelines, I designed cohesive social media graphics that contained questions and answers submitted at the pop up event. Our audience is able to share their diverse experiences with the world, and the social media followers are able to share their own answers in the comment section. I mocked up the graphics and integrated them with already existing posts from IZZE's instagram.
Question Graphics/Graphic Sharing QR Code
Following the brand guideline, I designed graphics that contained different conversation questions. Our UX/UI designer inserted the graphics into a prototype that visualizes how participants can choose a question and share the graphic to others. People can #CrackOpenAConversation with their family, friends, and other intimate relationships.
