"Greg Stroh, one of Izze's two founders and a close friend of the agency, came from the beer industry. His family had created a carbonated fruit beverage and sold it in the 1980s. Greg felt the Stroh beverage had great potential and wanted to explore creating a premium soda that was all natural and was in keeping with today's consumer. The original intention was to go into natural food channels, but tda felt it made sense to create a soda that could sit on the shelf of everything from 7-Eleven to Starbucks and fancy hotels. The design is meant to be as minimal as the beverage and its all natural ingredients. Izze has been incredibly successful defining what has become a rapidly growing beverage category."