IZZE FUSIONS, a new PepsiCo-owned beverage that hit retail shelves in March, has launched a summer sampling tour that gives teens a taste of augmented reality as well as its “sorta juice, sorta soda, sorta sparkling water” fruit flavors. The 12-week tour aims to connect with teens where they hang out—at music festivals, water parks and malls.
Housed in an Airstream trailer, the activation begins in the sampling area where brand ambassadors discuss IZZE’s natural strawberry-melon, orange-mango and lemon-lime flavors and its lack of artificial sweeteners. Attendees then get a taste in a sampling cup with a code that activates the AR experience, which creates playful, colorful and vibrant interactions, such as bubbles bursting with fruit, fireworks emanating from an IZZE Fusion can or fruit rain showers on a screen behind them. They can then save the experience for social sharing.
The tour is part of a larger campaign that launched on April 8 with CAMP IZZE, an event held at Duggal Greenhouse in Brooklyn, NY and incorporated music, interactive playlabs, refreshment zones and a partnership with Sean Mendes who met with fans on-site and gave away tickets to his summer tour, which IZZE FUSIONS will sponsor.
“The tour exudes the positive vibe of our overall campaign, which is very open and in line with our teen consumer who is passionate about living in this world, breaking labels and positive to the world around them. From start to finish we are bringing that through, through digital content the tour and the product,” says Rosemarie Iannucci, director of IZZE Fusions and Lemon Lemon at PepsiCo.
So far, the sampling tour has hit Day of Rock Music Festival in Denver, Pepsi Rock the South in Cullman, AL and CMA Fest in Nashville, and plans to make stops at Taste of Tacoma in Washington, Firefly Music Festival in Dover, DE and Electric Forest Music Festival in Rothbury, MI.
“We’re reaching consumers in multiple ways, whether it be through social and digital content, immersive experiences like Camp IZZE and our nationwide sampling tour, to give teens exposure to the product and ultimately really engage with them,” Iannucci added. Agency: Motive, Denver (sampling tour).