How IZZE reaches "hipster millennials"
Stephen WhitesideWarc
IZZE – a range of fruity, carbonated drinks made by PepsiCo – aims to reach consumers who sit at the cutting edge of the latest trends.
"Our target on IZZE, essentially, is hipster millennials," Brendan Schaefer, the brand's marketing director, told delegates at Advertising Week 2015 in New York City. "They're really into DIY; they love entertaining at their homes."
With a household penetration of just 3%, IZZE has clear room to grow among these digitally-savvy tastemakers – an audience which doesn't hesitate to give a shout out to their favourite...