Print ads supporting the campaign are currently running in Details, Entertainment Weekly, GQ, InStyle, People and People Style Watch. Featuring the striking visual of real fruit inside of Izze bottles, the ads show that Izze products are made of pure fruit juice and sparkling water, with no refined sugars, caffeine, preservatives, artificial colors or flavors. Designed by Boulder-based Vermilion, the ads also include a call to action for consumers to create and send messages to their friends at www.Izze.com/share.
The online campaign centers around a fun, easy-to-use Izze Sparkle Generator that connects people with their friends. Consumers can send Sparkles to each other - messages that describe what's special about their friends - "what's on the inside." These uplifting messages are lighthearted and creative, reflecting Izze's core brand equities as well as the positive spirit of Izze fans. Consumers can also use Facebook Connect to send Sparkles to their Facebook friends directly via www.Izze.com/share.
"Our consumers are always telling us how they love sharing Izze with their friends," said Izze VP Kelly Carioti.
"We wanted to provide them with a creative way to share how they feel about their friends."
Sharing what's inside may bring consumers a little something to wear outside - people who send 20 Sparkles and have at least 20 Sparkles accepted by their friends will receive a limited edition Izze Sparkling Lime t-shirt while supplies last. They can also join the Natural Rewards Program for a chance to win an Izze branded iPod Shuffle by having 100 Sparkles accepted by their friends!
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