MAIP - IZZE
My team had to build a mock campaign in 12 days. This showed how strategy could bridge the connection and unveil truths of consumers. We were briefed by adam&eveDDB.
My role was to research the category’s Gen Z consumers, build the creative brief, and construct the story of our data, insights, strategy, and big idea. We heavily collaborated with the creative team considering the quick turnaround. The objective was to squarely contextualize IZZE as a sparkling juice and deliver on a clear hierarchy of relevant product attributes by driving awareness and incentivizing trial among Gen Z with consistent brand positioning. The creative included TV, social media, in-store promotions, and brand activations.
My role was to research the category’s Gen Z consumers, build the creative brief, and construct the story of our data, insights, strategy, and big idea. We heavily collaborated with the creative team considering the quick turnaround. The objective was to squarely contextualize IZZE as a sparkling juice and deliver on a clear hierarchy of relevant product attributes by driving awareness and incentivizing trial among Gen Z with consistent brand positioning. The creative included TV, social media, in-store promotions, and brand activations.
