4. Table of
Contents
EXECUTIVE SUMMARY | 2
COMPANY OVERVIEW | 3
SWOT ANALYSIS | 4
TASTE TEST | 5
RESEARCH | 6
COMPETITOR ANALYSIS | 7
CONSUMER RESEARCH | 8
POSITIONING STRATEGY | 9
CREATIVE | 10
PROMOTIONS | 17
MEDIA PLAN | 19
CONCLUSION | 24
APPENDIX | 25
PAGE 02EXECUTIVE SUMMARY
Thank you for the opportunity to present
our 360° marketing campaign for the iconic
Snapple brand. Our agency’s mission is to
craft the most effective, creative, and holistic
campaign that will differentiate Snapple from
other ready to drink beverages. Debuting
in 2017, our campaign will refresh the brand
narrative, increase affinity within our target
consumer, and grow Snapple Trademark volume.
Our research produced a number of insights
that allowed us to develop a new Snapple
message. Among the most salient findings
were that consumers typically grab a specific
ready to drink beverage because they want to
satisfy a desire for a unique flavor. Additionally,
we noticed that consumers identify Snapple as
tea or juice. We felt this hindered the brand
because it forces it to compete for market
share among ready to drink subcategories, as
opposed to the Liquid Refreshment Beverage
category as a whole.
The media orchestration we designed is a
dynamic mix of traditional, social, and digital-
mobile platforms, which we believe will
connect with our consumer at the right place
and time. Our budget recommendations, flight
planning, and continuity are projected to be
successful in achieving our campaign goals.
We feel that the plan you are about to review
is an ideal solution to the Snapple challenge;
one that elevates the brand and connects with
new and existing consumers.
Executive Summary
5. PAGE 03COMPANY OVERVIEW
THE BACKGROUND
Snapple is a truly iconic brand celebrated among its
Heartland consumers. Although Snapple has high
brand loyalty on the East Coast, it has yet to build top
of mind awareness and preference across consumers
in the non-Heartland. Additionally, an over-saturation
of brands in the ready to drink beverage and liquid
refreshment beverage categories has been eroding
Snapple’s market share.
THE CHALLENGE
Grow brand relevance and purchase frequency of
Snapple drinks across the nation by unifying the
brand under one message.
Our Solution
We recognize that consumers enjoy ready to drink
(RTD) beverages specific to their taste buds. Therefore,
our campaign will unite the brand under one national
message: Flavor!
6. PAGE 04SWOT ANALYSIS
SWOT ANALYSIS
In reviewing the brand, we discovered a variety
of strengths and opportunities that Snapple can
capitalize on, as shown below.
7. PAGE 05TASTE TEST
TASTE TEST
Our research goal was to discover consumers’ impressions of
Snapple and its competitors. To understand our target’s preferences,
our team decided to conduct several taste tests to gather feedback
from over 50 participants. Our methodology was simple—have
participants sample Snapple, Lipton, AriZona, and Brisk from one of
the following flavors: Peach, Lemon, Half N’ Half, and Fruit Punch.
CONSUMER VOICE
“It had more Snapple flavor to it… It was more
robust.”
“Snapple Apple is my jam!”
“I love peach-flavored tea and Snapple .”
insights
Over 50% of participants gravitated towards a
specific flavor.
Snapple had high brand awareness.
8. PAGE 06RESEARCH BREAKDOWN
RESEARCH BREAKDOWN
Our team conducted several surveys that provided us with an array of
insights into the consumers’ minds. We found that 88% of respondents
were unaware of Snapple’s expansive flavor variety. Furthermore, 66%
of respondents think of Snapple as either strictly tea or strictly juice. As
respondents continued to comment on the topic of flavor, we were able
to conclude that flavor is a main driving factor behind purchase behavior.
These insights were able to directly inform our creative solution.
619 TOTAL SURVEYS
220juice drink
240RTD TEA
159FLAVOR
51 TASTE TEST volunteers
17 focus group participants
11 diary studies
5 in-depth interviews
100 nationwide convenience
store interviews
snapple folks PUZZLED PEOPLE SHOCKING!
gettin’ thirsty my snapple at last!
...identify Snapple’s brand
personality as quirky, humble,
passionate, and witty.
...were unsure on
what drink category to
classify the brand.
...were surprised that
Snapple had 29 flavors.
...quench their thirst
in the afternoon.
...wanted to satisfy their
flavor craving.
...feel satisfied or happy
when they find their
flavor.
survey stats
9. PAGE 07COMPETITOR ANALYSIS
COMPETITOR ANALYSIS
Snapple currently competes in the Liquid Refreshment
Beverage (LRB) category, more specifically, RTD teas and
juice drinks. These categories are over-saturated with “new
value” and other premium brands that compete for market
share. The three brands that have the strongest presence in
the category are: AriZona, Lipton and Brisk.
OUR TAKE
Category saturation and brand over-identification with tea and
juice drinks has led us to build a strategy that unifies the brand
message into “flavor.” Snapple should not compete for market
share in the RTD beverages, but the “liquid refreshment
beverage” category overall. This will redefine the Snapple
brand as a company that offers flavor variety and satisfaction.
AriZona is a definitive leader in the tea and
juice drink categories according to their
sales performance. They use a low cost
strategy and have a strong social media
presence.
122,321,680cases
(volumeperformancelast52weeks)
ARIZONA LIPTON BRISK
59,967,092cases
(volumeperformancelast52weeks)
50,538,682cases
(volumeperformancelast52weeks)
Lipton comes in second in the tea and
juice drink categories. Lipton targets a
more mature demographic with a variety
of relaxing iced tea flavors.
Brisk is the third strongest brand in tea
and juice drinks. They focus on targeting
a young and cool audience with their bold
advertising efforts.
1
2
3
4
lipton
snapple
arizona
brisk
10. PAGE 08CONSUMER RESEARCH
CONSUMER RESEARCH
Snapple’s wholesome and charming personality has the ability to
unite consumers under one message - FLAVOR SATISFACTION.
Through our research, we discovered a simple human truth related
to beverage consumption: people choose RTD beverages because
they enjoy specific flavors at certain times of day. When people
grab a beverage, they are fulfilling their desire for a specific flavor
experience.
The consumer greatly values convenience and sweetness. They
prefer purchasing an individual bottle at a convenience store over
buying large cases. They believe that RTD tea is a healthy substitute
for other flavored beverages, but they themselves are not health
junkies. Our target simply wants to enjoy a beverage flavor that fits
their specific thirst and personality.
elisa
MANGO MADNESS
Hey, I’m Elisa! I’m a 21 year
old, Cuban-American, COMM
major living in Miami. My
whole family lives here, I can’t
imagine being anywhere else.
We always have big parties
and I bring my friends along
so I can share my culture with
them.
LANDON
Lemon Tea
Hey guys, I’m Landon. I’m
31-years-old and living in
Los Angeles with my Boston
Terrier, Bruce. Bruce and I
love hiking, going to the
beach, and hitting up popular
food trucks. I’m just trying to
live an authentic life.
REBECCA
Kiwi Strawberry
Hi, my name is Rebecca and
I’m 29 years young! I’m a
working girl living in Chicago.
I’m a total people person,
and love doing anything high
energy and fun. I consider any
day I make someone smile a
success.
ERIC
Diet Peach Tea
Hi, my name is Eric. I’m 38
years old, and live in New
York City with my beautiful
family. I have a passion for
finding new delis, going on
morning runs, spending time
with my kids, and making
people laugh.
11. PAGE 09POSITIONING STATEMENT
State your
Flavor
copy strategy
Convince Americans that Snapple means,
“flavor satisfaction” within the LRB category.
creative rationale
Consumers typically choose bottled refreshments based
on flavor and time of day/year. By highlighting the fact that
Snapple offers an array of distinct and satisfying flavors,
consumers across America will see there is a unique
Snapple flavor to satisfy their thirst for individuality.
12. PAGE 10CREATIVE
:30 spot - “marry snapple”
Aaron goes into a C store and sees the Snapple Apple
of his dreams.
Aaron heads to the check out and proudly places his
Snapple on the counter.
The C Store clerk says in a solemn voice, “Do you take
this flavor to be your lawful wedded Snapple.. to have
and to hold? For better, for worse, in quench and in
thirst…from this day forward?”
“I DO!”, Aaron proudly says.
The C Store clerk says, “Then by the power invested
in me and this C store, I now pronounce you man and
flavor. You may kiss your.... “
Aaron’s lips are on his Snapple before the clerk officiant
could finish.
STATE YOUR FLAVOR BUTTON
television spot
The 30-second TV spot - “Marry Snapple” is a parody of
a commitment to a special flavor.
1 2
43
13. PAGE 11CREATIVE
:30 spot - “29 Flavors 1 drink”
ANNCR: A PERSON’S FLAVOR IS
WHAT MAKES THEM UNIQUE.
SNAPPLE KNOWS THAT THERE’S
MORE TO FLAVOR THAN JUST
BEING MADE OF THE BEST STUFF
ON EARTH. THERE’S A FLAVOR
FOR EVERYONE AND WHEN YOU
FIND YOURS, YOU CAN’T HELP
BUT STATE IT. THAT’S JUST OUR
FLAVOR, WHAT’S YOURS?
CALIFORNIA FEMALE 1: MINE’S
PINK LEMONADE
TEXAS MALE 2: I LOVE LEMON TEA
BOSTON FEMALE 3: SNAPPLE
STRAWBERRY KIWI
NEW YORK MALE 4: GOTTA HAVE
MY SNAPPLE HALF AND HALF
SOUTHERN FEMALE 5: I’M ALL
ABOUT THE STRAIGHT UP SORTA
SWEET TEA
MALE 6: GETTING BACK TO
CENTER WITH GREEN TEA
ANNCR: GET IT? EVERY SNAPPLE
FLAVOR IS AS UNIQUE AS YOU
ARE. WITH 29 FLAVORS TO
CHOOSE FROM, IT’S YOUR TURN.
STATE YOUR FLAVOR! FIND IT AT
SNAPPLE.COM/STATEYOURFLAVOR
Friends are gathered for a BBQ on a hot summer day. Everyone
has their special Snapple flavor to cool off. Adam relies on his
good looks to get the ladies. Amy and Cindy are sick of the
stereotypical guy that just don’t take the time to get to know
them. Steve is just your everyday guy, but proves to be the real
deal.
Adam approaches the two girls who are holding their specific
snapple bottles.
He says to Cindy, “Hey girl, what’s your sign?”
Cindy scoffs at him.
Adam says to Amy, “Hey girl, you’re lookin’ pretty fine.”
Amy rolls her eyes, as Adam sulks away looking defeated.
Steven approaches both girls with a smile and says, “Hey, what’s
your flavor?”
radio
Americans from the East Coast to West Coast are inspired to tell the
nation about their very own Snapple flavor. Our call to action, “Find
Yours,” invites radio and Pandora listeners to explore Snapple’s many
flavors by visiting the “State Your Flavor” webpage.
:15 youtube pre-roll - “WHAT’S YOUR FLAVOR”
Our 15-second OLV spot- “What’s Your Flavor”, playfully
shows how flavor directly relates to personality.
14. PAGE 12CREATIVE
heartland billboard
We want to maintain Snapple’s presence in communities where
the brand has been woven into the fabric of local culture. This
will remind current Snapple fans that we are thankful for their
continued loyalty and excited to share “The Best Stuff on Earth”.
Our Heartland Snapple drinkers are passionate about their Snapple
flavor, so we ask them to take it one step further by sharing it on
social media with #StateYourFlavor.
non-heartland billboard
Americans are united in their pursuit of individuality. Our big idea
powerfully capitalizes on this truth in order to craft a singular
message that a diverse population can relate to.
FIND YOURS AT SNAPPLE.COM
bus shelter
Whether you’re waiting for the bus or just getting off at your stop,
there’s a Snapple always close by. Every bus shelter ad will be
strategically placed by convenient store locations, which will tie
into our copy message.
15. PAGE 13CREATIVE
in-store
Convenience store refrigerators are filled with LRB brands, but Snapple
seems to get lost in the mix. This problem is solved with a cling and
shelf talker that greets the consumer the moment they are about to
purchase their Snapple.
The shelf talker highlights the fun personalities of each flavor. The
“Snapply” captions placed in front of the bottles are a great ice breaker
for people to get to know a specific flavor.
16. PAGE 14CREATIVE
landing page
How does someone “State
Your Flavor”? Snapple.com/
stateyourflavor landing page is
where all the intricacies of our
campaign live. Snapple lovers
can find out more about their
flavor personality, promotional
tours, and much more.
17. PAGE 15CREATIVE
facebook
Facebook is an interactive space
where people gather to express their
individuality. Our sponsored Facebook
posts showcase original imagery of real
people with their unique Snapple flavor
in a fun and engaging way. This will
encourage our online audience to state
their flavor via social media and lead
them to snapple.com/stateyourflavor
instagram
Instagram is a visual collage
that documents a person’s
story. This platform allows
users to share how they see
the world and ultimately
display their true personality.
It’s only fitting that we’ve
created three different
Instagram campaigns to
encourage Snapple fans to
express their flavorful points
of view.
18. PAGE 16PROMOTIONS
Digital/mobile ads
In a world of clutter, our interactive rich media engages consumers by demonstrating
different ways to show flavor. With our powerful hand image, an animated feature of
a bottle array, and snapshots of people stating their flavors, we will generate willing
click-throughs from curious consumers.
To see our ads in action click here.
19. PAGE 17PROMOTIONS
STATE YOUR FLAVOR TOUR
Dates: Monday June 24th - Sunday July 9th
Budget: $127,500
Impressions: 128,000,000
Overview
Two teams of four product specialists will drive Snapple branded Fiat 500L
Trekking vehicles throughout the US, encouraging consumers to, “State
Your Flavor”.
Objective
Increase brand awareness by engaging consumers in their own backyard.
Strategy
Partnership with Fiat Motors and music festival tie-
ins to create differentiated exposure.
Tactics
User-generated content on social channels,
microsite, and sweepstakes for a chance to win:
Fiat 500L Trekking, concert tickets, Snapple
products and swag.
Rationale
Reach non-Heartland states to engage
consumers and increase awareness by 8% and
gain earned media.
Why Partner with Fiat?
As a little car with a big voice, this aligns perfectly with Snapple’s quirky
brand personality.
The Tour
Kicks off with a press release and global media event. Team A will start in
Washington in front of Farmers Market in Seattle and end in Brooklyn, New
York at the Coney Arts Wall. Team B will start in Miami, Florida at Coconut
Grove and end at the Santa Monica Pier in Santa Monica, California.
Wrap Up
At the conclusion of the tour, Snapple will host a music festival with stages
in both California and New York. Snapple will partner with TiDAL, a concert
streaming service. Vehicle winners will be announced during the
concerts. Giveaways include concert tickets and Snapple swag.
20. PAGE 18PROMOTIONS
snapple flavor booth
Date: July - September 2017
Budget: $46,750
Impressions: 47,000,000
Overview
Snapple Drink station set up at eight state fairs across the US.
Objective
Increase trial and product consideration among the non-Heartland
consumers through differentiated exposure opportunities.
Strategy
Raise awareness of all 29 Snapple flavors offered to
consumers in a fun atmosphere.
Tactics
Provide product samples and bottles via a fully
branded Snapple drink station.
Rationale
Face-to-face access to nearly one million consumers
allows increased awareness by 12%. Total attendance
of 9,733,402 in 2015 for eight fairs.
THE BOOTH
All 29 Snapple flavors will be completely accessible
to markets that traditionally only have access to select
flavors.
LOCATIONS
California State Fair, Oregon State Fair, Arizona State
Fair, Texas State Fair, Iowa State Fair, Ohio State Fair,
Wisconsin State Fair, and New York State Fair.
21. PAGE 19MEDIA PLAN
RATIONALE
The media mix was determined by our target’s media usage
and the national competitive landscape. Our digital and mobile
initiatives will maintain awareness throughout the year and act as
the foundation of our communication. Our social engagement
strategy will ignite conversations. By analyzing LRB sales, we will
seasonally prioritize TV and Radio.The OOH plan supports the
highest period of consumption and drives our target to increase
trial and find their flavor.
TELEVISION
Network TV
Cable TV
Streaming TV
TELEVISION TOTAL
$14,450,000
$4,250,000
$6,375,000
$25,075,000
radio
:60 Los Angeles
:60 New York
:60 Chicago
:60 Miami
:60 San Francisco
:60 Dallas
:60 Atlanta
:30 Pandora Radio
RADIO TOTAL
$1,275,000
$1,275,000
$637,500
$637,500
$425,000
$425,000
$425,000
$1,275,000
$6,375,000
OOH
Heartland Billboards
Heartland Bus Shelters
Heartland In-Store
Non-Heartland Billboards
Non-Heartland Bus Shelters
Non-Heartland In-Store
OOH TOTAL
$850,000
$850,000
$637,500
$1,275,000
$850,000
$850,000
$5,312,500
digital
Rich Media/OLV
Programmatic Display
DIGITAL TOTAL
$1,275,000
$1,275,000
$2,550,000
SOCIAL
Facebook
Instagram
Buzzfeed
Social Influencers
SOCIAL TOTAL
$1,062,500
$1,062,500
$425,000
$425,000
$2,975,000
PROMOTIONS
production costs & Agency fees
State Your Flavor Tour
Snapple Flavor Booths
PROMOTIONS TOTAL
Working Media
Production
Agency Fees
Paid Media Immpresions
Earned Media Impressions
Total Media Impressions
ROI
$127,500
$46,750
$174,250
$42,500,000
$2,000,000
$6,000,000
$14,233,452,381
$127,500,000
$14,360,952,381
30%
22. PAGE 20MEDIA PLAN
digital - mobile
Precision targeting will drive efficient reach and create cost-effective
support throughout the year. Use of rich media will promote brand
engagement by driving consumers to snapple.com/stateyourflavor, an
interactive aggregate of Snapple flavor information.
SOCIAL
Our social campaign will sustain visibility and awareness throughout
the year and bolster engagement during TV and Radio off periods.
Sponsored posts on Facebook and Instagram will spark conversation
between consumers and Snapple.
Social Influencers will feature Snapple content on their blogs and
YouTube channels to make Snapple more relevant for non-Heartland
consumers.
23. PAGE 21MEDIA PLAN
television
Simmons research confirms that a majority of the target still consumes
TV regularly. A national TV campaign will drive both reach and frequency
to the desired target audience via Network, Cable and Streaming.
radio
Radio is targeted in select major DMA’s during peak drive times. Through
traditional and streaming platforms, consumers will be exposed to our
messaging. Pandora is recommended over Spotify due to its higher
share of our target audience.
24. PAGE 22MEDIA PLAN
out-of-home
OOH billboard locations will reach the consumers during the highest
sales season. Strategically placed bus shelter ads will drive traffic to pre-
assigned convenience store locations (e.g. Circle K). In-store signage
and POP displays will promote trial use.
26. PAGE 24CONCLUSION
Expanding the Snapple narrative and developing an
effective, creative, and holistic campaign for new and
existing consumers has been an exciting endeavor.
Our plan differentiates Snapple from other beverages
and increases affinity within our target consumer,
ultimately growing the Snapple Trademark™ volume.
Our “State Your Flavor” campaign’s creative
executions capitalize on our main consumer insight
that flavor is a major driver in purchase intent. This
call to action highlights the correlation between flavor
and personality, encouraging consumers to declare
their individuality! “State Your Flavor” is projected to
increase visibility among other LRB brands; drive trial
use, increase profits, and unify the brand message.
The media orchestration we designed will connect
with our consumers at touch points relevant to them,
which will achieve our campaign goals. These media
activations will drive higher flavor consideration and
trial, while simultaneously building Snapple brand
awareness across the country.
Thank you for the opportunity and remember:
State Your Flavor!
why it works
impressionsOverall ROI
(Paid/Earned Media)
27. PAGE 25APPENDIX
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28. MEET THE TEAM
KRISTINA WADE
Parker Erickson
Michael Veyna
Chelsey Munkres
Katie Blashford
Alex Cabale
Ariel Cortez
Krystle Nguyen
Luis Montanez
Murdoc hardy
Mai Anh Tran
Daniele Rodgers
Aaron Rivera
Megan Kellenberger
Ashley Hong
Alvin Trieu
Justine Eisner
Accounts Executive
Creative Director
Art Director
Accounts Executive
Copywriter
Media Supervisor
Account Planner
Copywriter
Traffic Coordinator
Accounts Executive
Creative Director
Media Supervisor
Account Planner
Copywriter
Promotions Director
Account Planner
Art Director
