Last night Vermilion launched IZZE Connect, a much-awaited social media website that lets users “generate a sparkle” and send to it to their friends through Facebook or email. Pick a flavor, build a message, and send it off. When recipients accept the sparkle, users get sparkle points that can be used to redeem merchandise. “It’s all about connecting,” said Paul DesRosiers, Vermilion’s creative director. “It’s a community hub where IZZE fans can link to everything IZZE and communicate with each other.” The social media campaign is paired with a traditional ad campaign breaking today in a number of national media, including GQ, Details, People, InStyle, and Entertainment Weekly. The “You’ll Love What’s Inside” theme shows the signature clear IZZE bottles with fresh fruit inside, depicting the pure natural attributes of the brand.