Izze has tapped into a smart way to get their products advertised: by giving them away for free!
Izze gives their products to film and television producers to use in any way they wish, and the result is that they appear in the craftiest places.
That's what the smart marketers at Izze did, and it got their product placed in the Heineken ad starring Brad Pitt. In the ad, you clearly see bottles of Izze to the left of an empty six-pack of Heineken. (Perhaps Brad should have reached for an Izze instead.)
[ via Church of the Customer ]