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.

Academic work, assessed rather than shipped. Judge the thinking, not the numbers.

Provenance

Academic

Brand studied

EcoSip (Course Brand, Fundamentals of Marketing & IMC)

Industry

Sustainable CPG · Reusable Beverageware

Role

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 · 27

"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.

Insight

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.

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.

Next case study

Creator program, 30+ creators, run end to end

Freelance client (anonymized, DTC lifestyle)

→