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March 30, 2005
Izze's good karma
The marketing strategy of beverage maker Izze is anti-marketing.
The company focuses on quiet, yet extensive "natural sampling strategies," as co-founder and CEO Todd Woloson described it during a session today at the WOMMA Summit.
Simply put, the company's marketing strategy is to put bottles of the carbonated fruit juice in the hands of attendees at all manner of events in a way that is unannounced.
Boulder-based Izze doesn't promote its involvement with events, which tend toward non-profits. There are no banners, sponsorship cards or other traditional marketing materials trumpeting Izze. It's all part of a"turn marketing on its head" word-of-mouth approach that Woloson says is fun.
"It's easy to take these chances when you're a small company, but I'm not so sure it's true for the big brands," he says. "Plus, it's good karma," he says.
And Izze's karma seems to be in full mojo -- the company does not pay any slotting fees. "Target called us, Starbucks called us, Whole Foods called us, all because of customer demand... I do everything in my power to avoid traditional marketing and advertising because it doesn't work."
Other blogs that reference Izze's good karma:
» Great Moments in Murketing: Izze from Like It Matters
Church of the Customer (didn't I see them open for Skinny Puppy?) describes the oomph Izze derives from 'natural sampling' moments. Which, as I take it, means surreptiously replacing the traditional coffee event goers enjoy with the carbonated fruit ju... [Read More]
They've created a Brand Hijack. I love their marketing approach and only wish more marketers would catch on to stuff like this. Let consumers do your marketing. It's almost as if having no marketing effort makes consumers want to help.
I like it! Very subtle, would be interested to see if they stick to it when they grow a lot bigger. Hope so...
Their sodas are delicious, as subtle and yummy as their marketing strategy.
