IZZE

This was our second MAIP Summer Project, and we were briefed by Adam & Eve

The Ask: Entering in a market with extremely low penetration, IZZE aims to squarely contextualize as a sparkling juice and delivering on a clear hierarchy of relevant product attributes. Our goal for this campaign was to drive awareness and incentivize trial among Gen Z with consistent brand positioning. 

Our Solution: Our research showed that there are Gen Z-ers who are feeling misunderstood, lonely, and pressured to be the best. Altogether, they are craving experiences that come with a stamp of authenticity that just truly feel real. IZZE can fill this gap by providing a delicious, healthy reminder that it’s okay to take a break and reward themselves. 

Our Big Idea: IZZE recognizes the unrealistic expectations that society places upon teenagers and reminds them that they owe it to themselves to be authentic by taking it easy. Like life, IZZE is authentic and not sugar coated, its “Refreshingly Real”

My Role: As the Project Manager for this campaign, I created the project timeline, ensured alignment of strategic insights and creative deliverables, tracked team progress, facilitated team communication, and organized the final deck. I utilized Trello to build out our timeline and organize our work. 

Check out our full presentation below!