TBWA\Chiat\Day New York
How do you introduce an all-new drink to an all-new audience in an all-new way? You meet them where they are, in a way they’re used to, that’s unlike anything they’d ever expect. Our mission was to undefine the beverage category by launching IZZE FUSIONS to a generation that lives entirely on their phones.
For a generation that’s more open, tolerant, and accepting than any previous generation, we created a campaign that’s all about being open to the world, because IT JUST IZ. For Gen Z, their world’s more than one thing, so we created a 100% social campaign filled with short attention span content that shares all kinds of different perspectives, from funny to purposeful to refreshing.
Micro content in a mega way. It’s kinda traditional advertising in reverse.