• by Tanya Gazdik , October 14, 2009

Izze Beverage Co. is launching a campaign with the theme "You'll Love What's Inside." The effort from the Boulder, Colo.-based company includes print ads and an online promotion.

Print ads supporting the campaign are running in the October issues of Details, Entertainment Weekly, GQ, InStyle, People and People Style Watch. Featuring a visual of real fruit inside of Izze bottles, the ads show that the 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 via Izze's "Sparkle Generator."

The online campaign centers on the 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." The messages are intended to be uplifting, lighthearted and creative, reflecting Izze's core brand equities as well as the positive spirit of Izze fans, according to the company. Consumers can also use Facebook Connect to send Sparkles to their Facebook friends.

Digital ads will run on several different sites in November and December. Consumers can send Sparkles through the Sparkle Generator even after the promotion ends early next year, according to an Izze spokesperson.

"The print and digital ads as well as Izze.com are directing consumers to the Sparkle Generator," the spokesperson tells Marketing Daily. "We're also sending announcements to our community on Facebook and Twitter. Our last print campaign was in June 2008, but it was of similar scope. This is only the third time we've run print ads, so it's very much new and exciting for us."

Consumers who send 20 Sparkles and have at least 20 Sparkles accepted by their friends will receive a limited-edition Izze Sparkling Lime T-shirt. They can also enter for a chance to win an Izze branded iPod Shuffle by having 100 Sparkles accepted by their friends. The deadline for entries is Dec. 24, and 200 iPods will be given away. Winners will be selected the first week of January.

Izze Beverage Company was founded in 2002 and is available in eight flavors: Sparkling Apple, Sparkling Blackberry, Sparkling Blueberry, Sparkling Clementine, Sparkling Grapefruit, Sparkling Lime, Sparkling Peach and Sparkling Pomegranate. It is sold nationally in Target, Starbucks and Whole Foods Market as well as in a variety of grocery stores, delis, and restaurants across the country.