EcoSip, Integrated Marketing Communications Plan

A full Integrated Marketing Communications plan for EcoSip, a sustainable reusable-beverage brand, from creative brief and situation analysis through MarCom plan and final pitch deck.

Spec, self-initiated, or academic work, never run for a paying client. Judge the thinking, not the numbers.

Provenance

Spec or academic

Brand studied

EcoSip (Course Brand, Fundamentals of Marketing & IMC)

Industry

Sustainable CPG · Reusable Beverageware

Role

Spec or academic · Lead Strategist & Pitch Lead

Year

2025

Frosted reusable glass bottle with fresh mint and cucumber slices on a recycled cork surface in soft daylight.

Case Study · 28

"Eco-conscious Gen Z buyers don't want to be sold sustainability, they want to be invited to belong to a category that already feels effortless. The wedge was identity, not virtue."

Objective

Build a complete IMC plan for a sustainable beverage brand targeting eco-conscious Gen Z and millennials, and pitch it as a group.

Result

Five linked deliverables: team contract + working agreement, situation analysis, week-5 creative brief, full Marketing Communication Plan report, and the final EcoSip pitch presentation.

Deliverables

·Team contract + working agreement
·Situation analysis (creative brief draft)
·Week-5 in-class creative brief
·Marketing Communication Plan report
·Final EcoSip pitch deck

Skills applied

IMC planningSituation analysisCreative brief writingGroup facilitationPitch delivery

Challenge

Sustainability is a crowded story. The brand needed a wedge that wasn't 'eco-friendly bottle', because every brand in the category already says that.

Strategy

●Anchor the IMC plan to a single identity promise, not a sustainability claim.
●Sequence channels: organic social and creator content for cultural permission, retail and email for conversion.
●Use the team contract to enforce a single owner per workstream, so the deck stays coherent across five hands.

Execution

●Drafted the situation analysis and locked the target persona.
●Wrote the week-5 creative brief in-class, then expanded it into the full MarCom plan.
●Co-built the final pitch deck and ran the presentation.

What the build proves

●A complete IMC plan delivered as a group, from contract to pitch.
●A presentation framework other Fundamentals groups borrowed from.

Key Learnings

●Group-pitched work lives or dies on the team contract, not the brief.
●Sustainability briefs improve the moment you take the word 'sustainable' out of the headline.

What I Would Do Next

●Convert the MarCom plan into a 90-day launch plan with channel-level KPIs.
●Test the identity-led headline against a sustainability-led control.

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