campaign on Earth

Best
PRESENTED TO
team

414

CONTENTS

Contents

Executive Summary..................... 1
Situation Analysis........................ 2
Audience Analysis........................ 3
Supporting Research................... 4
Marketing
Objectives............................... 8
SWOT Analysis........................ 8
Strategies................................ 9
Creative
The Big Idea.......................... 11
Festival Sponsorships........... 12
Partnerships.......................... 13
Integrated Communication... 14
Social Media.......................... 15
Advertising........................... 17
Media
Objectives............................. 19
Strategies.............................. 19
Tactics................................... 20
Key Markets.......................... 22
Flow Chart............................ 23

Executive Summary
Built from the ground up, Snapple grew its brand by
selling its product door-to-door. Forty years later, Snapple
challenged us to create an integrated marketing campaign
that will grow brand relevance and purchase frequency in
its Heartland and grow purchase frequency and increase
top-of-mind awareness outside the Heartland.
Through primary and secondary research, we found
that Snapples target audience desires experiences.
Additionally, we determined that even though they
were aware of Snapple, the brand wasnt in their mindset.
To remedy this lack of awareness, our team created a
campaign inspired by your current tagline, The Best
on Earth.
We transformed your tagline into an interactive campaign
that builds connections and creates experiences. Your
audience will feel connected to our campaign because
they will define whats best on earth. Our campaign will
not only position Snapple as a brand that is closely tied to
your consumers best experiences but also associated with
being the Best stuff of Earth.
Our campaign will engage your audience in the Snapple
experience so much that Snapple will become not just a
brandbut a life experience.

Our campaign will engage your

audience in the Snapple experience
so much that Snapple will become
not just a brandbut a life
experience.

Our integrated communication tactics give your audience

the opportunity to experience Snapple non-traditionally.
Using festival sponsorships, such as South by Southwest
and Comic-Con, Snapple will connect with consumers
by giving them cultural and whimsical experiences. We
also used partnerships with Sonic and 7-Eleven, pop-up
events featuring the Best party on Earth, promotions and
corporate social responsibility.
Our interactive campaign also features paid, owned,
shared and earned social media, including Facebook,
Pinterest, YouTube, Periscope, Twitter, Instagram and
Snapchat.
Our campaign will grow purchase frequency, increase
brand relevance and give your target audience amazing
experiences. We used your $50 million budget to
implement tactics that will give your audience the Best
experience on Earth.

Budget....................................... 24
Metrics....................................... 25
Sources...................................... 26

1

SITUATION

ARIZONA

ANALYSIS

INDUSTRY ANALYSIS

BRAND ANALYSIS

The ready-to-drink tea and juice

categories of the liquid refreshment
beverage market are among the fastest
growing share of the LRB market. The
category is expected to increase by 11%
by 2018.

Snapple currently ranks as number four in

the RTD tea and juice segment of the LRB
market and has a dollar sales volume of
189 million. Founded in 1972, Snapple has
changed hands multiple times. Now under
the ownership of the Dr. Pepper Snapple
Group, the brand sold 35.4 million units
from June 2014 to June 2015 and has
increased 7.8% since then. Although the
Dr. Pepper Snapple Group cut advertising
funding by $30 million, the company
feels confident enough in Snapples
performance not to cut the tea and juice
brands budget.

Competition within this category is

growing. Consumers are looking at
convenience, cost, availability and health.
Additionally, only five major companies
Dr. Pepper Snapple Group, Arizona,
PepsiCo, Coca-Cola and Nestleown
the brands. As a result, premiumization
has begun to change the markets
landscape. These beverages are typically
low involvement purchases, so marketers
must work to get their products to a level
of top-of-mind awareness that might
not have previously been necessary. As
premiumization occurs, brands are making
efforts to remove artificial flavors and
sweeteners and are finding ways to get
product to consumers.
Products that sell the most in the juice
drink industry include citrus juices, juice
mixes, vegetable juices and apple,
grape and cranberry juices. Orange juice
represents the leading market segment. It
accounts for 35% of fresh juice sales.

Additionally, Dr. Pepper Snapple Group

has found success in allied partnerships.
Though the companys core brands are
only up 2% in carbonated drinks and 4% in
non-carbonated drinks, sales are growing
because of the distribution model being
used. DPSG distributes smaller beverages
without seeking to own them.
With the exception of the Northeast,
Snapple currently struggles to gain
momentum in the country. The brands
marketing department has adopted the
interactive campaign Born in New York,
Made for Everyone.
GROWTH:

+7.8 %
PRICE
POINT:
$1.49 PER
BOTTLE

PREMIUM
LINE

29
FLAVORS

35.4 million
units sold
(June 2014 to
June 2015)

Competitive Analysis

Sold 122.3 million units from June

2014 to June 2015
Growth: -0.2%
44 flavors
Price Point: as low as $0.74 per can
Value and Premium Lines

BRISK

Sold 50.5 million units from June 2014

to June 2015
Growth: -6%
16 flavors
Price Point: $10.28 for case of 36 cans
Value Line

GOLD PEAK TEA

Topped $1 billion in sales in 2015

Sold in plastic bottles
12 flavors; bottles range from 18.5 oz.
to 59 oz.
Up 43.1%; fifth in tea category

LIPTON

Sold 59.9 million units June 2014 to

June 2015
Growth: +13%
11 flavors
Price Point: $4.98 for a case of 12
bottles
Value and Premium Lines

MINUTE MAID

Sales grew 5% in volume in 2014

More than 100 varieties of juices and
juice drinks
Sold in cartons/boxes, pouches, cans
and bottles

OCEAN SPRAY

Had net sale of $1.66 billion in 2013

28 flavors of juices and juice drinks
Sold in plastic bottles
2

AUDIENCE

ANALYSIS
GENERATION Y/MILLENNIALS
Millennials are well informed about food
and beverages selections. Natural and
organic offerings generally fare well across
the group. Millennials are very receptive
to trying new brands, and they value the
opinions of their close friends and family.
As opposed to older generations, they
arent particularly loyal to any brand, and
they are likely to purchase from a brand if
they can connect with the brands story.
GENERATION X
Generation X witnessed the birth of the
digital world, the rise of MTV and the
struggle of rising student loan debt in
an economic recession. Because of the
changes in technology, they also share
similarities with Millennials for their online
activity. Although they have a level of
brand loyalty, the generation isnt opposed
to trying new things. Fountain beverages
are very popular with Generation X, but
they are willing to pay more for premium
positioned beverages, especially if they
are functional.

18 to 27

28 to 33

34 to 49

VALS: Strivers, Experiencers,

Makers, Believers

VALS: Experiencers, Thinkers,

Believers

VALS: Innovators, Experiencers,

Thinkers, Achievers

PRIZMS: City Startups, Young

and Rustic, Urban Achievers,
Up-and-Comers

PRIZMS: Young Influentials,

Boomtown Singles, Executive
Suites, Big City Blues, Big Sky
Families, Kid Country, USA,
Bohemian Mix

PRIZMS: Kids & Cul-de-sacs,

Big Sky Families, Kid Country,
USA, Blue-Chip Blues, Executive
Suites, Bohemian Mix, American
Dreams, Winners Circle

CONVENIENCE CONSUMERS

FAMILY & CAREER STARTERS

GROCERY STORE EXPERTS

All target cohorts value convenience and self-expression; therefore, Snapple should create and host events that give the
cohorts what they desire and show them that theres a Snapple flavor for everyone. To the target audience, living a meaningful,
happy life is about creating, sharing and capturing memories earned through experiences that will stay with them.

JORDAN VALDEZ 20

GREG NEWMAN 30

TONYA CARSON 41

Jordan is an education major at the

University of Miami, where she lives in
off-campus housing. She walks on campus,
so she must stay hydrated in Floridas
heat. She either buys water or a juice-drink
from the CVS near campus. Although she
doesnt consider herself a health nut, she
occasionally shops for organic and healthy
options.

Greg is a nursing student who recently

returned to school after working as an
athletic trainer. He lives in Dallas with his
fiance and shares custody of his 8-yearold daughter. Expendable money is tight
while hes in school, so he avoids splurging
on luxuries. He mostly drinks coffee, water
or homemade shakes and green juices,
but he keeps a case of fruit drinks in the
pantry for his daughter and her friends.

Tonya is a stay-at-home mom. As a result

of her husbands job in tech, she has
relocated to Portland, Oregon. Tonya is
extremely friendly, outgoing and active
on Facebook and Pinterest. Her favorite
grocery store is Costco, where she buys
in bulk. Although she doesnt consider
herself a vegetarian, she often avoids meat
and is selective about what goes into her
childrens lunchboxes.
3

SUPPORTING

RESEARCH

109
SECONDARY RESEARCH

sources

PRIMARY RESEARCH
Eight research
methods were used
to gain a better
understanding of
what consumers
value in a fruit
drink or ready-todrink tea.

FOCUS GROUPS

Five focus groups

were conducted.
Participants were
grouped by their
ages to determine
if different features
and benefits
were more or less
important.

Focus Groups
OVERALL TRENDS

Snapple was difficult to find.

Participants who have been to cities in the Heartland associated Snapple with the Heartland.
Current commercials were not well received because people outside of New York do not like New Yorkers telling them what to do.
Participants were unaware of all the flavors Snapple offers.
Snapple triggered nostalgia among respondents. When I was a kid was a common theme. Out of touch was another phrase
used to describe Snapple.
The sugar content was a common concern across the age groups.
Purchasing juice drinks was habitual across all age groups, but many were interested in trying new flavors.

AGES 18-27

AGES 28-33

AGES 34-49

Participants primarily bought bottled

drinks and teas when they are on the
go.
Most of this cohort did not read
nutrition labels.
There was a significant level of interest
in using Snapple as a mixer.
Participants would consider Snapple if
it were a choice in a vending machine
or fountain drink station.
Participants who have never tasted
Snapple generally didnt have an
interest in trying Snapple.

Health is more of a concern.

Participants pay attention to whats in
their food and beverages.
Diet Peach Tea was rated well among
this cohort.
Glass bottle was preferred for the
quality that it represents, but it could
be dangerous for children.
Plastic tea bottles received
unfavorable reviews. Some
participants said that it looked like
Gold Peak.

Trying new beverages was more of a

sensory experience. Participants were
more concerned with smell, looks and
taste.
Participants preferred tea to fruit
drinks.
Participants preferred tea to taste like
tea that Grandma used to make.
This cohort didnt care for fruit drinks.

personal interviews

from 22 states

DEMOGRAPHIC BREAKDOWN:

PERSONAL INTERVIEWS

28 personal interviews were conducted to

gather insight from people who have
never tried or heard of Snapple, current
and former Snapple drinkers and
convenience store managers.

49% were 18-33

28% were 28-33
23% were 34-49
66% were female
34% were male
22% had children

RESPONSES REVEALED:

80

PEOPLE WHO HAVE TRIED SNAPPLE

87% of the respondents had tried

Snapple beverages.
50% said they bought juice drinks at
least once a month.
28% said they bought RTD tea at least
once a month.
Of six juice drink and tea brands,
Lipton was ranked as the best,
and Brisk was ranked as the worst.
Snapple was in the middle with Pure
Leaf and Gold Peak.
41% of the respondents said they
would purchase Snapple if it were
sold in restaurants.
67% of women were willing to spend
more than $2 for a single bottled
beverage compared to 43% of men.
Millennials were likely to follow a
product that they liked on social
media.
55% of the 34-to 49-year-olds
preferred unsweetened beverages.

online survey responses

Regarded Snapple as something they

used to drink a while ago.
Loved the Snapple fact.
Said Snapple doesnt do well because
of ineffective or irrelevant advertising.
Liked the glass bottle, but think
its bulky.
Most had only purchased one or
two ever.

taste tests

TASTE TESTS
80 taste tests were conducted to see how
consumers felt about Snapples taste.

PEOPLE WHO HAVE NEVER

TRIED SNAPPLE

Werent interested because of sugar

content and/or calories.
Liked the quality implications of glass
bottle.
Thought that the pop implies
freshness.
Liked the fact, but thought it was
irrelevant.
Couldnt find relevance in ad
campaign.

Snapple was available in half of the

stores, based on the managers
understanding of the markets
demands.
Greater inclination to work with large
distributors with proven track record
of products that sell well.

SUPPORTING

28

RESEARCH

168

CONVENIENCE STORE MANAGERS

Reviews were extremely diverse for

each flavor.
Participants who were native to the
South did not enjoy the tea.
Everyone was able to find at least one
flavor that he/she enjoyed.
Snapple either performed as
well as or better than most of the
competition.

SUPPORTING

RESEARCH

62
restaurants

RESTAURANT ANALYSIS

REDDIT CHAT

SOCIAL MEDIA ANALYSIS

Data was collected from 62 restaurants in

Kentucky, Tennessee, Arkansas,
Mississippi and New Mexico.

An online discussion was hosted on Reddit

to gather opinions from anonymous users
about preferences of juices and tea.

A social media audit was conducted to observe Snapples social media presence.

18.87% of the guests ordered a

beverage in which the primary
ingredient was tea.
Sales of those tea-based products in
62 restaurants totaled $2.87 million
net and represented 52.52% of the net
dollars on non-alcoholic beverages.

Tea was preferred by most

respondents.
People preferred black tea, followed
by green tea.
Homemade tea was the preferred.
Preferences about sweetness varied
by region.

RATINGS AND REVIEWS ANALYSIS

Reviews of Snapple were observed on
Amazon, Viewpoints and Influenster to
gain an understanding of how consumers
felt about Snapple.

Snapple was rated 4 stars out of 5 for

all sites visited.
Consumers realize Snapple isnt 100%
natural, so they dont appreciate
misleading claims about natural
ingredients.
Diet Peach Tea was described as a
great tasting diet drink for the calorie
conscious.
There were no complaints about
packaging or price.

FACEBOOK
3.5 million likes.
Snapple provides a constant stream of status updates.
Snapple often advertises flavors that people cannot find. People who couldnt find
the flavors complained in the comment sections.
TWITTER
People love making up their own facts.
There was a real interest in using Snapple as a mixer.
People like to share pictures or videos of themselves with their Snapple.
People do not hesitate to tweet Snapple if something is wrong.
INSTAGRAM
High follower count at 8,700, but low-to-moderate level of interaction at around 300
likes per post.
All of the content looks like ads. These are better suited for paid ads instead of free
content.
Owned media should be relevant content that people can connect with.
TUMBLR
Low interaction level because like Instagram, all content looks like ads.
Web platform looks more like a website than a Tumblr page.
Searching Snapple generates more interesting content from other Tumblr users.
YOUTUBE
Snapple has a channel, but it is titled best stuff on earth, making it difficult to find.
Snapple should be more consistent with adding new content.

summary

INCREASE BRAND VISIBILITY

According to the case study, people do not have Snapple in their consideration
set. Research shows that even though people know about the brand, many
people could not recall a recent Snapple advertisement. The brand is sold in
grocery stores and convenience stores, but consumers dont think it stands out
among the competition.
REPOSITION SNAPPLES IMAGE
The phrases when I was a kid and when I was in New York were very
common in the focus groups. These ideas are problematic for two reasons
Snapple hasnt disappeared over the years and its widely available.
CONSIDER NEW AVENUES OF PRODUCT USE
Companies like Arm & Hammer and Campbells have pioneered the model of
introducing new ways to enjoy a currently used product. Snapple is well placed
to used that strategy and invigorate its current client base while introducing itself
to new potential consumers.
CATER TO THE AUDIENCE THAT WANTS
TO REPURPOSE SNAPPLE PRODUCTS
Social media revealed that there is a demand for mixed drinks featuring
Snapples products among Millennials. Many of the users already have mixes that
they recommend that others try.

RESEARCH

recommendations
By dramatically increasing advertising and
following up with strategic in-store displays,
Snapple can boost top-of-mind awareness
and reach people right as they are making
purchasing decisions.

Snapple sees itself as a bubbly refreshment

brand, so the brand has to reinforce
that position to an audience who sees it
differently.

Snapple should embrace the natural

inclination to combine fruit drinks with alcohol
(screwdriver, Bloody Mary, etc.) because
using the product as a mixer will expand the
consumer base.

Posts on Pinterest highlight that people like

to use Snapples glass bottles for crafts.
Focus groups indicated that sustainability is
important, and they would be more inclined
to purchase Snapple if the brand could be
repurposed.

Grow brand relevance

from 50% through
engagement tactics

Grow purchase
frequency from 9 to 10
times per year

Heavy User

Drive trial by converting

high awareness (90%)
and top-of-mind brand
awareness

Grow purchase
frequency from 1 to 3
times a year

Light User

Grow Snapples total

volume in the United
States

MARKETING

objectives

Overall

SWOT Analysis
Strengths

Weaknesses

Opportunities

Threats

Recognizable brand with long

history

Current campaign, New

Yorkers Love It, perceived as
only targeted at New Yorkers

High potential for market

growth with the creation of new
and seasonal products flavors

Gold Peak and Arizona have

high sales volumes with strong
brand loyalty

Offers variety of flavors

Social media platforms can be

created and updated to target
more Millennials and Gen Xers

Consumers in the Heartland are

widely brand loyal

Consumers outside of the

Heartland are not brand loyal

Healthier lifestyles trends are

affecting beverages with high
sugar content

Packaging considered premium

and unique

High sugar content considered

to be unhealthy and not all
natural

High seasonal demand for tea,

allowing for heavying-up or
flighting media

Juice drink outperforms the

juice drink category

Promotes partnership with other

beverage brands

Limited availability of products

outside the Heartland

REPOSITION SNAPPLE
To gain interest from consumers who
view Snapple as a drink that isnt for
them, Snapple must use an aggressive
mix of marketing tactics, including
creative executions, media, integrated
communications and social media to
reinforce that its fun, quirky and equally as
progressive as the audience its targeting.
LAUNCH NEW AD CAMPAIGN

MARKETING

strategies

Consumers feel that Snapple is only

advertised in the Heartland. By launching
an advertising campaign that targets
consumers in the Heartland and the
non-Heartland, Snapple can grow brand
relevance and increase its top-of-mind
brand awareness.
INITIATE NEW SOCIAL MEDIA TACTICS
Snapple can use engagement tactics
on social media platforms Instagram,
Snapchat, YouTube and Pinterest to
connect with consumers on a more
personal level. Snapple can launch a new
hashtag campaign, use viral marketing,
monitor and produce new content for
these sites, as well as use paid and
innovative owned advertising on the most
popular networks.

INCREASE AVAILABILITY OF SNAPPLE

PRODUCTS IN THE NON-HEARTLAND
More selection of product must be
available to non-Heartland consumers.
Product can be added to vending
machines in hospitals, universities,
airports, office buildings and on subway
platforms. A Claw Game Vending Machine
that accepts only Snapple caps to play will
be added to amusement parks. [Pictured
bottom left] Additionally, because
consumers do not find the 800-number
helpful when they want to locate product,
a Snapple Flavor Locater has been
conceptualized. [Pictured top left]

INTRODUCE NEW TACTICS TO ENJOY THE SNAPPLE BRAND

MARKETING

strategies

First, because Snapple easily mixes with alcohol, it can benefit from being considered
as a mixer, including in casual restaurants, such as Fridays. Second, Snapple can be
included in fast-food restaurants, such as Sonic, and can be distributed as a syrup
to 7-Eleven convenience stores for their slushes or Slurpees. [Pictured below] Third,
Snapple can take advantage of social media postings. Instagram postings demonstrate
that the glass bottle can be repurposed into a vase, and Pinterest postings [Pictured
right] replicate YouTube cocktail recipes. [See URL far right] Fourth, Snapple can
introduce the SnapShot, an 8-oz. smaller size in the most popular flavors: Peach Tea,
Kiwi Strawberry, Snapple Apple, Diet Peach Tea, Mango Madness, Lemon Tea and
Fruit Punch. [Pictured far right] By catering to these audiences, Snapple can penetrate
new markets and boost sales volume. Fifth, Target and Walmart will create displays in
which SnapShots are showcased during back-to-school sales. The bottles will be placed
strategically at the front of the store, beside lunchboxes, and in the snack section.

HYPERLINK

Click here to view five

Snapple alcoholic and
non-alcoholic recipes
Password: nsac414

Slurpee on Earth
Best ____

PEACH
MANGOSTEEN

Best ____
Slurpee on Earth

ORANGEADE

Best ____
Slurpee on Earth

SNAPPLE APPLE

Mango Madness Martini

This simple cocktail is the perfect drink

recipe for a taste of the tropics. Pour 3
oz pineapple juice, 3 oz Snapple Mango
Madness and 1.5 oz coconut rum into
a cocktail shaker with ice. Strain into a
martini glass with a sugared rim. Garnish
with a slice of pineapple.

10

THE BIG IDEA

idea

(Best on Earth)

WE WANT NOT ONLY TO CREATE STRONG MESSAGES

BUT ALSO TO CONNECT WITH THE TARGET AUDIENCES CULTURE.
To grow Snapples market share in both the Heartland and the non-Heartland, we have to do more than push Snapple beverages to
consumers. To accomplish its sales goals, Snapple has to actively pull its audience by providing useful or entertaining content that fits
seamlessly into todays culturea culture where Snapples target audience is constantly plugged in and eager to share experiences.
Introducing the worlds first interactive tagline.
To stay connected to its roots, we added a modern twist to Snapples classic tagline, Best stuff on Earth. Consumers will define what
the best stuff is, which will position Snapple as a brand thats closely tied with those experiences. Whether its buying a case of Snapple
Apple for an impromptu road trip, having refreshing lemonade in the middle of a crowd at South by Southwest or finding a dollar on
the ground while drinking Kiwi Strawberry, Snapple wants to be connected to its audiences memories of the Best (road trip, festival,
or luck) on Earth.
Paid digital, television and owned, shared and earned social media focus on sharing examples of the Best stuff on Earth, while
integrated communication events focus on delivering the Best experiences on Earth.
Successful execution of this campaign will turn casual buyers of a product into long-term fans of the brand.

11

CREATIVE

festival sponsorships
INTEGRATED COMMUNICATION
Snapple suffers from a lack of top-ofmind brand awareness outside the
Heartland. However, a strong integrated
communication presence will allow
consumers to engage with the brand,
create their experiences and discover what
Snapple has to offer in terms of flavor
and variety, which will lead to a growth in
purchase frequency.
IC tactics include sponsorships with
festivals and National Iced Tea Month,
partnerships with restaurants and retail
stores, corporate social responsibility,
pop-up events and public relations.

SXSW | MARCH 11-20, 2017

To grow the target audiences
engagement, Snapple will sponsor a VIP
pinwheel tent at South by Southwest that
explores the realms of film, tech, art and
food. The structure will house four areas
where guests watch a short film about ecoresponsibility and enjoy Snapple cocktails,
snacks and free Wi-Fi. Snapple will create
an experience anyone can enjoyfrom
film fanatics to foodies. A melting pot of
tech, music, art, film and food, SXSW is a
creative, cultural experience thats a little
bit quirkyjust like Snapple. Social media,
including tweets, will support this event.
[Pictured bottom right]

SAN DIEGO COMIC-CON

INTERNATIONAL | JULY 21-24, 2017
The San Diego comic and entertainment
convention will expand the target
audiences experience with the brand.
Snapple will introduce SnapShots, an 8-oz.
size in the most popular flavors; engage
customers by hosting the Best Costume
on Earth contest and sponsor celebrity
interviews. Attendees, who have their
photos taken, will receive a ticket shaped
like the Snapple cap. They can exchange
the cap for their picture and a SnapShot
at the Snapple Photo Kiosk. During the
celebrity interviews, Mark Ruffalo and Chris
Hemsworth, who portray superheroes,
answer questions about their characters
and talk about upcoming movies.
[Pictured top right] These interviews gain
considerable exposure, as the answers and
video are typically uploaded to YouTube.
TMBBQ | NOVEMBER 1, 2017
The Texas Monthly BBQ festival attracts
national attention with its barbecue.
Snapple will sponsor a VIP tent and bar
featuring its drinks. Attendees, who have
their photos taken, will receive a ticket
shaped like the Snapple cap. They can
exchange the cap for their picture and
a SnapShot at the Snapple Photo Kiosk.
Additionally, Snapple will sponsor a The
Best BBQ Sauce on Earth competition
featuring Snapple. The winning recipe
will be listed on the TMBBQ website for
consumers to re-create, adding another
experience to the brand.
12

CREATIVE

partnerships

TGI FRIDAYS

SONIC

The 1,000-restaurant chain has proved

itself to be the primary destination for
casual dining. Because cocktails are an
essential part of the Fridays experience,
the drinks are focused on fun and
creativity. Therefore, Snapple will create
a custom cocktail, like Grown Up Peach
Tea, for the restaurant. Snapple will benefit
from showcasing its brand as a mixer, and
Snapple consumers will enjoy the brand in
a new way. [Pictured below]

With more than 62 years of operation

and the second highest ad awareness
among the top fast food players, Sonic
has prove itself a strong player. Because
39% of Sonics menu is frozen or fountain
drinks, with a large number of flavor
combinations, and Sonic and Snapple
have a similar quirky/fun brand image, a
partnership would be mutually beneficial.
For Snapple to be used at Sonic, a powder
or syrup of Snapples most popular
flavorsPeach Tea, Snapple Apple, Kiwi
Strawberry and Mango Madnesswill be
featured as an add-in for Sonic Slushes.
7-ELEVEN
Because 7-Eleven sells more than 14
million Slurpees per month and is known
for its drink options, a partnership
between Snapple and 7-Eleven would be
mutually beneficial. For Snapple to be
used at 7-Eleven, a powder or syrup of
Snapples most popular flavorsPeach
Tea, Snapple Apple, Kiwi Strawberry and
Mango Madnesswill be used as a flavor
for its Slurpees. Additionally, Detroit-area
stores, one of our key markets, sell about
3.5 times more Slurpees per day than the
average store.

MICHAELS
Michaels will create an endcap display in
which a craft projecta Snapple painted
bottle, for examplewill be showcased.
At the display, customers will find spray
or latex paint, sealant, twine and hot

glue needed to create the Snapple craft.

Additionally, a step-by-step Pinterest
instruction sheet will be located on the
display, so customers can buy everything
to make the craft in one location. [Pictured
above]
13

CREATIVE

integrated communication
national iced tea month

corporate social responsibility

THE BEST PICNIC ON EARTH

SNAPPLE SAYS RECYCLE

On the last weekend in June, Snapple will

host a picnic in Central Park in New York
City that will engage the community for
National Iced Tea Month and say thank
you to the Heartland. Snapple juices
and teas will be available. Spot radio and
direct mail in the nine Heartland cities to
invite residents, food truck vendors and
entertainers will support this event.

Snapple will place recycling bins in the

top 25 DMAs to promote clean living and
raise brand awareness. The metal bins will
be wrapped with the Snapple logo and
facts about the environment. They will be
located in public areas, such as bus stops
and subway platforms. The bins will have
compartments for plastic, glass and paper.

public relations
THE BEST STUFF ON EARTH KEEPING
THE BEST STUFF ON EARTH
Special labels for four charitiesWorld
Wide Fund for Nature, St. Jude Childrens
Research Hospital, the Humane Society
and Teach for Americawill be placed on
selected bottles of Snapple Peach Tea. For
every bottle of the specially-labeled Peach
Tea that is purchased, a 10-cent donation
will be made to the four charities. Up to
$50,000 will be donated to each charity.

pop-up events
THE BEST PARTY ON EARTH
During the 13 weekends from April until
June the Best party on Earth will be held
in the 13 nightlife cities. The parties will
begin in the South and end in New York
City. A Snapple party bus [Pictured left],
driven throughout each city, will promote
the party and create a buzz. The party bus
will raise top-of-mind brand awareness,
engage consumers and introduce them to
new Snapple experience. Spot radio and
digital media will support this event.
HYPERLINK

Click here to listen to a

radio spot for the Best
party on Earth in Miami.
Password: nsac414

14

CREATIVE

social media

In a world thats increasingly driven by technology and instant gratification, a brand must stay current when it interacts with online
and offline consumers. Incorporating appropriate social media into Snapples campaign will allow for new channels of quick and
easy communication between the brand and its tech-focused consumers. Snapple will implement different forms of paid and owned
media across various platforms that will result in earned and shared media. These channels will inform users about brand updates and
promote integrated communication efforts. When interacting with users online, Snapple will address users by their first name and use
emojis to convey a more personal feel.

paid, earned, owned and shared media

YOUTUBE

FACEBOOK

Because 81% of Millennials and

58% of Gen Xers use YouTube,
Snapple will rename its channel from
beststuffonearth to Snapple to make
the channel easier for users to find. In
addition, Snapple will update the channel
frequently with owned content, including
commercials or footage of integrated
communication events. As a way to have
variation in uploaded content, Snapple
will include user-generated content on
its channel. It will ask Snapple-lovers to
submit vlogs of a unique and exciting
experience. Snapple will edit the vlogs to
form a new unconventional story, Best
story on Earth.

For Snapple to remain engaged with its

audience throughout the campaign, it will
post status updates featuring questions
that pertain to a relevant social issue or
current event. These postings will give
users a chance to express their opinions
and allow for open conversations under
Snapples guidance. Snapple will also run
paid posts from May until August featuring
four unique yet underrated flavors: Orange
Carrot, Diet Noni Berry, Go Bananas
and Cranberry Raspberry. Flavors will be
available and easier to locate after the
enhancement of distribution. [Pictured left]

PINTEREST

Snapple will live stream from integrated

communication locations, including
festivals or Snapple-hosted events.
Thanks to the recently formed partnership
between Twitter and Periscope, videos
from the latter site will play automatically
when featured in Twitters timeline without
a user needing to follow a linked url. As
a result, Snapples live feed would be
exposed to Twitters 350 million monthly
users.

To easily share posts, nine million of

Pinterests users have their account
connected to another social media
site, such as Facebook. Snapple will
take advantage of the cross-platform
arrangement to extend its reach. Because
the average viewing time for the site is
14.2 minutes, all Snapple-owned content
will be presented as pictorials. These
multi-step pictorials will show users the
many ways to use the product, including
as a mixer or as an iconic bottle.

PERISCOPE

15

CREATIVE

social media

paid, earned, owned and shared media

SNAPCHAT

INSTAGRAM

Snapchat, a photo- and video-messaging app, is unique because photos and videos
last between one to 10 seconds before they disappear. Snapple will partner with
Snapchat for further integration with outdoor content. Bus shelters in key markets
will use Snapchats technology to take pictures of the Best people on Earth. Quirky
Snapchat filters will be applied to these photos to connect with the culture in a way
that feels Snapply. Additionally, location-based Snapchat filters will be leveraged so
target audience members can share with their friends when they have arrived in selected
IC cities by using the Best place on Earth as an overlay. Filters will also be available
during IC events, allowing users to share that they are at the Best festival on Earth,
the Best party on Earth or the Best picnic on Earth. In addition to giving users the
option to use custom image filters, Snapchat uses face recognition technology to apply
special effects to the faces of users. Common effects include the fish-eye effect and
rainbow vomit. [Pictured below]

Snapple will feature monthly posts that

will appear in users timelines. Posts will
feature teas and juices, presenting them
as delicious and refreshing. Snapple will
also re-focus its page and re-share posts
to recognize and reward users for being
proactive and using hashtags. Snapple will
hold giveaways for those who create and
submit pictures of their own art pieces that
use the signature glass bottle. All posts
tagged @Snapple will be reposted to
Snapples IG page thanking users for their
participation, giving credit and increasing
traffic to both Snapples and the users
pages. Winners will receive a custom gift
box, including a Best T-shirt on Earth,
a Snapple Best Tote Bag on Earth and
a $100 Michaels Craft Store gift card. Art
pieces will also be shared on Snapples
Instagram page. [Pictured right]
TWITTER
Because 77% of Twitters 350 million active
monthly users report they view a brand in
a more positive manner if the company
replies to their individual tweets, Snapple
will more readily respond to tweets
and post its own original tweets about
upcoming events or promotions. Snapple
will also sponsor a trending hashtag
used to promote users chance to win
two South by Southwest festival tickets.
To compete, users must first, upload a
90-seconds or less video of themselves
lip-syncing a song by an artist featured in
the festivals line up; second, tag Snapple;
and third, include the sponsored hashtag,
#BestFestonEarth. The winning user will
receive two VIP tickets.

16

Password: nsac414

Snapple BuzzFeed quiz

advertising

CREATIVE

HYPERLINK

Click here to view a

television spot for the
Best times on Earth.

Snapple-sponsored streaming radio

17

Interactive Digital Billboard

CREATIVE

advertising

Interactive Digital Outdoor

Bus Shelter

18

objectives

MEDIA

To grow Snapple sales

volume through messaging
for three age cohorts: 18 to
27-year-olds, 28 to 33-yearolds and 34 to 49-year-olds

Target Audience
To use a national plan
with flighted media and
integrated communication
in the top 25 DMAs for 18
to 49-year-olds, the top 9
DMAs in the Heartland and
the top 13 DMAs ranked as
the best cities for nightlife,
according to U.S. Travel
News

Geography

MEDIA

strategies

To maintain a media mix

that uses continuous and
flight media scheduling
from January to December
2017

To implement a media
strategy with a heavy focus
on digital and traditional
media

Media Mix

Use a continuous national base

of paid digital

Reach &
Frequency

To implement a media
schedule with a $40 million
budget, maximizing
target impressions using a
two-thirds traditional and
one-third digital media mix
model

Scheduling &
Timing
Continuous
National

To achieve an 80% reach

with a frequency of 4

Budget

Flighted National

Flight network television February

through July and cable television in
February and March

Flighted Spot

Flight spot digital and traditional

media to support IC events and to
heavy-up during spring and summer
19

tactics

MEDIA

NATIONAL CONTINUOUS
DIGITAL

NATIONAL FLIGHTED
TRADITIONAL

SEARCH ENGINE

CABLE TELEVISION

According to AdMall Research, Google,

Yahoo and Bing are the preferred search
engines for tea drinkers, Generations X
and Y. Using these platforms to pay for
advertising will allow for higher visibility
through their search and display networks.

30-second spots will run during The

Walking Dead in February and March.
The Walking Dead is the most popular
show on cable television with an average
of 4.94 million viewers per episode.

STREAMING TELEVISION & VIDEO

SPONSORED
TRENDS,
SIDEBARS,
BANNERS, VIDEO
ADS AND POSTS
WILL OCCUR ON
THE FOLLOWING
PLATFORMS:

SOCIAL MEDIA

Facebook
Twitter
Pinterest
YouTube
Instagram
Periscope

MOBILE

A cohesive social media advertising plan

will allow Snapple to communicate its
core personality across all platforms while
reaching unique niches of each social
audience.

Mobile advertising appears on

smartphones or tablets with wireless
connections. Advertising can occur as text
ads via SMS or banner advertisements
embedded in mobile websites, in
downloaded apps or in mobile games.
Mobile technology used by Google and
Facebook tailor mobile advertisements
based on individuals web browsing
history, geographic location with data
collected by shopping habits.

30-second spots will run during the

most popular prime time in the 18-49
demographic from February to July and
during select live telecasts during the
same time.

Streaming television is expected to

surpass traditional television by 2017.
Using video and interactive advertising on
Amazon Prime Instant Video, Sling and
Hulu will give Snapple direct access to an
audience actively watching programming
and more willing to interact with
sponsored content.

NETWORK TELEVISION

SELECTED PROGRAMS &

AVERAGE VIEWERS PER SHOW (MIL)
Big Bang Theory
2.7
NASCAR Daytona 500
11.4
The Grammy Awards Telecast
25.3
How To Get Away With Murder
2.1
Scandal 2.7
Greys Anatomy 2.4
NBA Championship Series
19.9
NCAA Basketball Championship 11.3
Modern Family 2.5
Black-ish 2.4
Empire 3.9
The Voice 2

20

tactics

MEDIA

NATIONAL
FLIGHTED
DIGITAL

SPOT
FLIGHTED
TRADITIONAL
Spot media, flighted April through
September, will heavy-up during critical
sales months and support integrated
communication events.

MASTHEAD BANNER
On June 10, National Iced Tea Day,
Snapple will place a masthead banner on
the homepage of YouTube to increase
visibility of the brand.

OUTDOOR
Outdoor ensures that Snapple receives a
high level of impressions and boosts topof-mind awareness. Interactive billboards,
powered by user-generated content,
feature slideshows of moms for Mothers
Day and dads for Fathers Day. Two
boards in the top 25 DMAs and the nine
Heartland cities will be purchased.

STREAMING RADIO
30-minute ad-free music sessions will
be sponsored on Spotify. Additionally,
30-second target ads will air on both
Spotify and Pandora to promote local
integrated communication events.

Additional outdoor includes:

30-second spots on gas station
pump TVs
In-Store Advertising
Bus Shelters
Graffiti Murals
Airports
Subway Backlit Dioramas

SPONSORED CONTENT
Generation X and Millennials actively read
blogs and share posts to their social feeds.
By sponsoring BuzzFeed content, Snapple
will be able to reach the target audience
through content that appeals to them.

RADIO

PODCASTS
Monthly audio podcast consumption grew
from approximately 39 million monthly
users in 2014 to approximately 46 million
in 2015. The number is expected to
rise as people gravitate to on-demand
streaming media. Podcast ads are often
host-reads, where the host delivers the
advertisements, which are integrated into
the show.

30-second spots will run on the top three

radio stations during AM drive to boost
awareness and to support integrated
communication events.

POPULAR
PODCASTS:
This American Life
Slate
The Read
Patcast
Double X Podcast
Stuff You Should Know
Serial

DIRECT MAIL
From May to August, selected households
in spot markets will receive post cards from
Snapple to promote flavors, alternative
uses and sales and to support integrated
communication events.

21

Los Angeles |6.2%

| 3.4%
o
g
a
c
i
Ch
%
2.2
|
a
nt
Atla
.3%
2
|
%
.C.
.1
D
,
2
|
7%
ton
n
g
|
o
n
st
shi
i ty
o
a
C
B
W
rk
o
Y
w
e
N

Port
land
Ra
| .97
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%
g
Sa
h|
.9 7
Se cram
%
at
en
tle
to
|1
|1
.3
.4
2%
2%

3
1.

9 Heartland
DMAs

Cl
ev
s
el
|2
an
.6
d
Ch
|
arl
1. %
o
2%
Phi
tte
lad
|1
elp
%
hia
|
2.6
San F
%
ranci
sco |
2.1%
Miami | 1.5
%

r|

13 Nightlife
DMAs

it |
ro

Top 25 DMAs

al
la

go | 1.0
7%

t
De

Additional media weight will be

focused in the top 25 DMAs for the
target ages, according to Nielsen.
Additionally, the campaign will
feature integrated communication
events in nine Heartland DMAs and
13 DMAs ranked as the best nightlife
cities, according to U.S. Travel News.

e
nv
De

ABOUT THE KEY MARKETS

San Die

MARKETS

Phoenix |1.6%
o | 1.2%
Orland
%
| 1.5
olis
5%
neap
Min
| 2.
%
on
6
us t
1.
Ho
%

KEY

DMAs with most

18-49 year olds
Top Nightlife
DMAs
Heartland DMAs

The selected
markets make up
59% of the total U.S.
population!

1%
0
.
|1
is
5%
3
u
.
o
1
. L pa |
%
t
S
27
.
m
|
Ta
n
%
sti
.69
|
u
s
A
ega
V
s
La
| .85%
e
l
l
i
v
N a sh
.56%
New Orleans |

Albany | .39%
Baltim
ore |
.97%
Buff
al o
| .45
Ha
%
rtfo
Sy
r
d|
rac
.76
us
%
e|
.30
%

22

MEDIA

FLOWCHART

BUS SHELTER

SOCIAL MEDIA

STREAMING TV/VIDEO

2,877,323,976 Gross Impressions

23

BUDGET

$
SOCIAL MEDIA

STREAMING TV/VIDEO

24

METRICS

CONCEPT TESTING, EVALUATION

AND RETURN ON INVESTMENT
Continuous assessment of the campaign
is critical. We plan to measure the targets
interest, engagement and likelihood of
purchase for evaluation.
CONCEPT TESTING
To understand how our campaign will
resonate with the target audience, we
conducted a focus group presenting our
creative and strategic ideas. The response
was overwhelmingly positive, and all the
participants in the focus group agreed
they would be more willing to buy Snapple
after seeing the creative executions.

Concept Testing Feedback

I really
love the
SnapShots.

Those
[SnapShots] are
SO CUTE!

Its crazy that

they [Sonic,
7-ELEVEN and
Fridays] havent
thought to do
this already.

It makes
Snapple
seem fun.

I feel like
Snapple is
more of an
experience.

Snapple is a
product that is
universally fun
for everyone.

EVALUATION
In addition to monitoring sales numbers
to ensure that we are meeting pre-defined
goals, emphasis will be placed on shared
media, earned media and the number of
unique visitors to owned media properties
from January 1 to December 31, 2017.
RETURN ON INVESTMENT
Audience participation and impact will
be measured through ongoing digital
analytics that compare metrics from 2017
to 2016. Our research indicates that as
brands increase the number of media
platforms used for advertising, they can
expect up to 35% growth in ROI. Our
campaign expands Snapple to multiple
new social media platforms, maximizing
ROI potential.

25

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