Carbonated fruit-drink maker Izze has been around since 2002, but as of early last year, the brand was only known in 3 percent of households across America, despite joining PepsiCo’s portfolio in 2006.
The brand changed all that last year with its very successful Friendsday Night campaign, which helped its sales go up 17 percent over the previous year and generated more than 4 million impressions across social media during the promotional period. The campaign went so well, Izze took home an Reggie Award from the Brand Activation Association.
Now it is riding the Friends train in hopes of bringing in more consumers with its Friendsgiving campaign. The brand’s new ads can be found on Instagram, Amazon, Pinterest and its own website as it aims to tap into the millennial market it targeted last year. While part of the campaign is about helping people find the right recipe to share at the table this year, a more social aspect of the campaign is the local events Izze is throwing to get people together with friends before Thanksgiving Day arrives.
— IZZE (@IZZE) November 2, 2015
“The insight came from seeing people talking online and on social media about these #Friendsday nights where they gather with their friends with food and drinks,” Chava Ziff, group account director at The Integer Group, which helmed the campaign, told Adweek. “It was important for these millennials to show off their style and be creative amongst friends. Friendsgiving is the ultimate Friendsday night.”
The pop-up Friendsgivings have Izze partnering with Hand Made Events, which provides “the place, the tables, the chairs, and entertainment.” The rest comes from the folks who sign on to participate in Friendsgiving. For the one in the San Francisco Bay Area, the location is a secret except for ticket buyers who will find out via email.