“You’ll love what’s inside.” That’s the central idea of the IZZE national print ad campaign and accompanying Facebook Connect social-media campaign.

We started with the iconic clear IZZE bottle, and filled it with slices of fruit: blackberry, blueberry, clementine, apple, grapefruit and all the flavors of the line. Just show what’s inside the bottle: the all-natural and unadulterated juice and refreshing sparkling water. Ads ran in national media such as GQ, Details, People and Entertainment Weekly.

The idea takes on added depth in the Facebook Connect campaign. At the IZZE Sparkle Generator—www.izze.com/create/sparkle/—it’s about what’s inside you and what’s inside your head. It’s about your passion for IZZE and wanting to share that with your friends. Pick your fruit, make up a message and send it to your Facebook or other friends. You get points and you connect. And you’ll love what’s inside.

The ads have a strong concept with a fresh design. Simple but effective.