The Problem:
Izze, the original anti-soda, was losing brand relevance with consumers, especially their target market: Gen Z. Despite its popularity in restaurants like Chipotle and on college campuses, many people were unaware they could purchase Izze in grocery stores. With the launch of a new 6-pack of Izze cans, our task was to reintroduce Izze to consumers and highlight what sets it apart.

The Insight:
We recognized that the new portable and convenient packaging solution was the perfect opportunity to remind consumers of Izze’s unique selling points: it offers all the fizz and full flavor of real fruit juice, unlike competitors that only provide a whisper of flavor. This insight drove us to focus on the distinctive attributes of Izze to attract the attention of Gen Z shoppers.

The Creative Solution:
We developed an eye-catching design system for Izze, using a grid to emphasize the flavor, fizz, and uplifting enjoyment of the beverage. The design needed to be versatile enough to adapt to any hero SKU while maintaining the fun, playful, and upbeat vibe of Izze. Our solution aimed to re-educate shoppers about the product through engaging and vibrant visuals.

The Execution:
To execute this vision, we launched these assets via on-shelf messaging, retailer websites and throughout the shopper journey. We also supported the portfolio messaging and the Target-exclusive launch of Pineapple. This comprehensive approach ensured that the new 6-pack not only caught the eye of consumers but also reinforced the brand’s core values, ultimately driving increased awareness and sales in grocery stores.