This campaign creative includes various elements to promote Snapple's "What Makes You Snapple?" campaign message. Television commercials will run on broadcast and cable to raise awareness among non-Heartland audiences. Experiential activations include sponsoring music festivals for sampling and photo opportunities. Digital advertising incorporates in-banner video, video pre-roll, geo-targeted mobile ads and weather-targeted mobile to increase awareness, comprehension and purchase intent. Snapchat filters will be used around holidays. The goal is to engage consumers and increase purchase frequency among both Heartland and non-Heartland audiences using a tailored, dual strategy approach.

1. 2016
university of West Florida

2. The
team
Sandra Guerrero
Samuel Meier
Lindsay CribbdANNY kACZMARCZyk
Paulina Szydlo
Sarah Balducci
Laura QUINTERO
Michelle Le Katie butler
Jennifer KellyLiz Martin bRITTANY sTEPHENS Laura Nardo
Research & Strategy
Coordinator
Research Coordinator Media Strategist
Creative Director Art Director Graphic Designer Graphic Designer
Graphic Designer Digital/Video Producer
PR Director Digital Media Coordinator Brand Experience Coordinator Digital Media Coordinator

3. table of contents
executive summary 3
the challenge 4
Campaign Goal/Objectives 4
Situation Analysis 5
the research 6
Research Sources 7
Strategy/Copy Testing Interviews 8
the strategy 9
Message/Channels 10
Audience Personas 11
creative 12
Television 13
Experiential/Sponsorship 14
Digital interactive-Paid 15
Digital Interactive-Owned 17
Digital Billboards 18
In-Store Activation 19
media plan/budget 21
Media Markets 22
Media Timeline 23
Media Budget 24
evaluation 25
citations 26
page 02

4. executive summary
page 03
“Born in New York and made from the Best Stuff on Earth” has been the iconic positioning of Snapple in one
form or another since its inception in 1972.1
While this great American brand has changed hands several times,
two things have remained consistent throughout its 40 plus years – its unique brand identity and the passionate
fans who love it.1
New entrants into the category, consumer “wellness” trends and “premiumization” offerings have challenged
Snapple’s position in the Liquid Refreshment Beverage (LRB) category placing the brand fourth.1
However, the
brand’s playful personality and distinctive packaging provide opportunities to increase sales through a strategic
campaign that leverages these assets and engages consumers on a personal level.
In today’s marketplace consumers crave personalization from brands because it offers them a sense of control and
helps reduce information overload in a very chaotic world.2
When brands offer experiences that are tailored to their
audiences, the framework for engagement becomes more manageable and ultimately more efficient.2
In order to maximize efficiency and effectiveness, this new national campaign will seamlessly transition Snapple
from last year’s “Born in New York, Made for Everyone” theme into one that offers a dual-strategy approach for
reaching both Heartland and Non-Heartland consumers. Using this approach, the Snapple brand will positioned to
deliver on a customized experience with an authentic, “Snapply” message and meet consumer expectations with
each and every encounter.

5. the
challenge
Campaign goal
Create an integrated, holistic marketing campaign to grow Snapple volume in the U.S. for 2017.
Campaign objectives
• To increase purchase frequency of heavy users in the Northeastern U.S. (Heartland)
from 9x to 10x per year.
• To increase purchase frequency of light users outside the Northeastern U.S. (Non-Heartland)
from 1x to 3x per year.
page 04

6. Age
18-49 years old (target age 30)
Geography & usage volume
• Snapple’s Heartland Consumers: Reside in the Northeastern U.S. (New York City, Boston, Philadelphia, Buffalo, Baltimore, Hartford,
Syracuse, Albany and Washignton D.C) 50% of volume; purchasing 9x/year on average.
• Snapple’s Non-Heartland Consumers: Reside outside of the Northeastern U.S., purchasing 1x/year on average.
•
Psychographics
Snapple drinkers are positive people who celebrate little things in life that bring a bright spot to their day; appreciate Snapple is made
from “The Best Stuff on Earth,” but they do not consider themselves “health nuts”; looking for a wholesome, simple premium beverage
experience. Heartland consumers in particular have high brand affinity and are very passionate about the Snapple brand whereas
Non-Heartland consumers have some brand awareness, but need to be engaged in order to penetrate their consideration set.
Media Consumption
The current audience overindexed in general media use and is particularly digital savvy; comfortable with cord-cutting (consuming digital
video across multiple screens), adept on mobile (uses for particular methods and for fun); highly active and influential on social channels.
situation analysispage 05
After performing a careful review of the client’s case study, social media and website presence, as well as available competitor information,
the following key data points were used to drive additional research.1
The Challenge
current outlets
• Television
• Premium Online Video Content
• Traditional & Rich Online Display Media
top competitors
Traditional remains the primary media type for brands. TV has been the primary outlet of choice for competitors in this space, with print and
outdoor supporting the smaller brands in the category. Digital spending has also increased among brands within the category. Competitors
within the category focus 100% of their budgets positioning their base products within the messaging.
• Branded Entertainment
• Content Marketing/Social Sharing
• Local Media/PR Efforts
Current Audience
Current positioning
In the recent past Snapple has primarily used three campaigns to tell the brand’s story. However, in 2015 the message was refocused on
the origins/core of the brand. These message points include those that no other brand in the category can imitate – simple ingredients,
Snapple Facts and the pop of the cap. The brand’s “Born in New York, Made for Everyone” campaign ran through Q3 of 2015.

7. the
research
Developmental research
Strategy/copy testing researcH
page 06

8. Research Sources
Development Online Surveys
Upon completion of reviewing the case study and analyzing over 100 secondary sources, an online survey was distributed to begin the
campaign strategy development. The objective of the survey was to clearly define the target audience segments and narrow down the
appropriate message points.
The following key data points were uncovered, from the 448 responses:
Strategy/Copy
Testing
Inverviews
64
Development
Online Surveys
448
Secondary
Sources
Reviewed
100
+
Representing
U.S. States
37
Tea drinkers57%
of respondents were
Juice drinkers63%
of respondents were
Purchase
19%
17%
2x per Month
7-11x per Year
Purchase
60%
53%
Convenience store
Purchase at a
Grocery store
Purchase at a
66%
28%
Glass Bottles
Purchase
glass bottle
6 or 12-packs
Purchase
Of those that purchase snapple:
Respondents purchase the following brands:
34% 48% 37% 29%25% 29%
Flavorful | Quality | Upbeat | Positive | Fun-loving
The majority noted that the following
words definitely describe the Brand:
60%40%81%
And they do so because:
Say the taste definitely
influences buying Snapple
Say the variety of flavor definitely
influences buying Snapple
Say that the glass bottle definitely
influences the purchase of Snapple
Respondent
Demographics
Gender:
34% Male
64% Female
2% Prefered Not
to Answer
Age Range:
37% 18-24
13% 25-30
6% 31-35
7% 36-40
3
3
3
page 07
The Research

9. strategy/copy testing interviews
page 08
respondent demographics
Gender
43% male
55% female
2% Prefer not to answer
Age Range
97% 18-25
2% 26-30
Household Income
52% less then $30,000
The Research
• 83% of all respondents strongly or somewhat agree that
the ad reflects the Snapple brand.
• Over 60% of the respondents agreed or somewhat
agreed that the ad communicated that the Snapple
brand was positive, upbeat, flavorful and/or fun-loving.
• 13% of respondents said they would buy a Snapple
single variety 6-pack, currently available in stores.
However, 36% of respondents said they are more likely
to buy a customizable Snapple 6-pack like the one
featured in the test ad.
• 76% of the respondents indicated they have purchased
a Snapple beverage within the last 12 months.
• The majority of respondents indicated that they liked
the test ad’s color choices and design, as well as the
inclusion of the 6-pack concept. However, the majority
of respondents also indicated that the flavor options
should be more prominent.
• Overall, 70% of respondents strongly or somewhat
agreed that the layout and messaging of the ad was
attention-grabbing.
After analyzing the online survey data a preliminary message strategy concept and activation touch point were developed.
The strategy foundation was built around the variety of flavors Snapple offers, using a customizable 6-pack supported by a
simple yet effective tagline. To test the concept, data was collected from 64 interviews, and the following key insights were
obtained:4

10. the
strategy
message
channels
audience personas
page 09

11. page 10
The research overwhelmingly confirmed that Snapple is
fun-loving, positive and upbeat, offering consumers a wide variety
of beverages that represent quality and flavor. With such a unique
consumption experience, the core of the message must be both
“Snapply” and engaging while targeting consumers in and out of
the brand’s Heartland.
Message The Strategy
TV, In-Banner Video/Video Pre-Roll, Digital Radio, Snapchat, YouTube,
Festivals, Paid Social Media
Non-heartland
awareness
comprehension
conviction
Desire
action
channels
“What Makes You Snapple?” is more than a tagline. It’s a
customizable experience that’s full of personality and on-brand,
allowing those who encounter it to define who they are in relation
to the Snapple beverages they enjoy.
Buzzfeed Quiz, Paid & Owned Social Media, Snapple.com,
In-Banner Video/Video Pre-Roll
Mobile, Buzzfeed Tasty,
Digital Bilboards.
In-Store Activation
Purchase
Heartland + Non-heartland
HEARTLAND + Non-heartland
HEARTLAND +
Non-heartland
HEARTLAND +
Non-heartland
The opportunity to reach consumers on a personal level
with a simple, yet targeted message is grounded in
selecting the right outlets through the various phases of
the campaign.
While Non-Heartland consumers require increased
awareness, Heartland consumers need to be brought in
through channels that aid in conviction. These campaign
touch points use the dual strategy approach in the most
effective and efficient manner possible.

12. page 11
The Strategy
Audience personas
Traditional tasters
(heartland)3,5,6,7,8
Background
• Age/Gender: 35-44 Female
• Education: College Graduate
• Income: $46,500
Situation
• Avg. HH Expense/Yr.
Tea:$33.62-Juice:$49.10
• Motivation: Taste & Variety of Flavor
• Describes Snapple: Positive, Flavorful, Upbeat
Purchase Decision
• Purchase Location: Grocery & Convenience Store
• Product Preferences: Regular Teas
• Size/Container Purchase: Single Bottle & 6-packs
• Reason for Purchase: Taste
• Other Brands likely to purchase: Arizona & Lipton
• Avg. Volume/Yr Purchase: 2 times/month
midwest mixers
(non-heartland)3,5,6,7,8
Background
• Age/Gender: 31-35 Female
• Education: College Graduate
• Income: $44,400
Situation
• Avg. HH Expense/Yr.
Tea:$32.47-Juice:$46.86
• Motivation: Taste & Best Stuff on Earth
• Describes Snapple: Flavorful, Quality, Fun-loving
Purchase Decision
• Purchase Location: Grocery Store
• Product Preferences: Regular tea & Regular Juice
• Size/Container Purchase: Single Bottle & 6-packs
• Reason for Purchase: Best Stuff on Earth
• Other Brands likely to purchase: Lipton
• Avg. Volume/Yr Purchase: 2-3 times/yr
sunny sippers
(non-heartland)3,5,6,7,8
Background
• Age/Gender: 18-25 Male
• Education: Some College
• Income: Less than $25,000
Situation
• Avg. HH Expense/Yr.
Tea:$26.88-Juice:$39.44
• Motivation: Taste & Variety of Flavors
• Describes Snapple: Fun-loving, Quality, Flavorful
Purchase Decision
• Purchase Location: Grocery Store
• Product Preferences: Regular Tea
• Size/Container Purchase: Single Bottle
• Reason for Purchase: Taste
• Other Brands likely to purchase: Arizona
• Avg. Volume/Yr Purchase: 2-3 times/yr
Background
• Age/Gender: 25-31 Couple
• Education: College Graduate
• Income: $48,500
Situation
• Avg. HH Expense/Yr.
Tea:$28.93-Juice:$41.04
• Motivation: Taste & Variety of Flavors
• Describes Snapple: Flavorful, Tasty
Purchase Decision
• Purchase Location: Convenience Store
• Product Preferences: Regular Juice
• Size/Container Purchase: Single Bottle & 6-packs
• Reason for Purchase: Taste
• Other Brands likely to purchase: Arizona & Lipton
• Avg. Volume/Yr Purchase: 2-3 times/yr
choosy chuggers
(non-heartland)3,5,6,7,8

13. creative
television
experiential/sponsorships
digital interactive-paid
digital interactive-owned
digital billboards
in-store activation
page 12

14. television
As an awareness-building tactic for a Non-Heartland audience, a
30-second commercial will showcase the freedom of choice that
the “What Makes you Snapple?” build-your-own 6-pack campaign
offers. Using a slice of life style format, the concept relies heavily
on visuals that connect with the target audience and convey the
Snapple brand equities.
page 13
Creative
This commercial will be on a pulsing schedule, increasing
frequency in the spring and summer months. The spot will run on
various broadcast, cable and satelite channels selected through
programmatic buying platforms. Additionally, this spot will be
edited into several 15-second versions for use as part of digital
advertising efforts.

15. page 14
Creative
EXPERIENTIAL/SPONSORSHIP
Through music festival sponsorships, Snapple will engage with
consumers through experiential on-site opportunities that answer
the question “What Makes You Snapple?”
Being a dominant sponsor for some of the largest music festivals
in America, like Coachella and Bonnaroo will enhance the festival
goers experience by offering a variety of “Snap Schwag” and a
full “Snapology” tasting tent. In the tent festival-goers will be able
to taste every Snapple flavor. They will also be able to use the
social media photo booth kiosk to take photobooth quality festival
keepsakes with the Snapple logo and festival logo at the bottom of
their picture.
The social media photo booth kiosk will allow attendees to
immediately upload the picture onto their Twitter, Instagram, and
Facebook. The photobooth and social media sources will tag the
photo with the individual events “snaptag.”18
If the festivalgoer
uploads the photo with the “snaptag” they will get a premium
Snapple schwag merchandise piece, such as a festival specific
koozie or sunglasses with the Snapple and festival logo on it.
During the festival as the main talent is on stage, large beach balls
in the shape of the Snapple bottles will be thrown into the crowd
to enhance the festival experience.
Snapologytent
Socialmedia
INFLATABLE
KOOZIE

16. digital interactive-paid
spotify
Using the “Billboard” ad unit recently made
available for mobile campaigns, Spotify users
on both iOS and Android mobile devices will
be served a “Welcome Back” ad playing only
when a user has the screen open.
This delivery option allows for 100 percent
viewability on the platform further increasing
awareness among the Non-Heartland
audiences.10
in-banner video, mobile and video pre-roll
To increase awareness and comprehension for “What Makes You
Snapple?” on the second, third and fourth screens, online
in-banner video and pre-roll video ads will be deployed. Ads
will be bought through a programmatic platform that maximizes
efficiency and effectiveness with a 75% SOV target average. These
dynamic ads are delivered to consumers on websites based on
audience target touch points include the 15-second version of
the tv spot, searching the nearest location where Snapple is sold,
retrieval of scannable coupons and social sharing.
page 15
Creative
As audiences reach the conviction stage, a mobile ad campaign
delivered through a programmatic buy will be served to Heartland
and Non-Heartland users based on their proximity to grocery stores
where the customizable 6-packs are sold using geo-targeting
features.
Additionally, mobile ads will use weather-based targeting options
allowing for ad delivery to users when real-time weather conditions
are optimal for beverage consumption.
geo-targetedmobile
weathertargetedmobile
IN-BANNERAD

17. page 16
Creative
Snapchat
For sponsored events and holidays Snapple will team up with Snapchat to offer interactive filters for
National Iced Tea day on June 10th, Fourth of July and Labor Day.
For example, on the Fourth of July the interactive filter will be a Snapple bottle moving across the
screen and splashing the user with one of the Snapple juices, such as Peach Mangosteen or
Strawberry Kiwi. The filter will also include a campaign tagline and holiday specific “snaptag” such
as #AmericaMakesMeSnapple. The Snapple-themed filters will build brand awareness by targeting
Non-Heartland audiences.
facebook & instagram
Paid Facebook and Instagram campaigns featuring the
“What Makes You Snapple?” message will be launched initially
to increase awareness among Non-Heartland audiences. These
ads will feature appropriate still images on Instagram and the
15-second version of the TV spot on Facebook along with
appropriate message/captions and “snaptags”.
Driving audiences into the comprehension phase of the
campaign, these platforms will promote Snapple’s presence at
music festivals with messaging that encourages users to visit the
Snapology tent using the event-based objective on the brand’s
owned Facebook and Instagram pages.
buzzfeed
Teaming up with Buzzfeed opens up a variety of options allowing
the “What Makes You Snapple?” campaign to extend its digital
presence into the comprehenshion phase for Non-Heartland
audiences. Everyone loves Buzzfeed quizzes. They are silly but
somewhat accurate. Creating a “What Snapple Flavor Are You?”
Quiz gives consumers the opportunity to find out if they are more
of a Peach Mangosteem or a Strawberry Kiwi.
To complement the mobile ads in the conviction stage for both
Heartland and Non-Heartland audiences, the “What Makes You
Snapple?” campaign will team up with Buzzfeed’s Tasty. This
partnership will allow users to create a refreshing frozen beverage
using their favorite Snapple flavors.
quiz
tasty
youtube
The 30-second TV commercial will be edited into a 15-second
version that will play on Youtube as a pre-roll ad prior to
selected videos, targeting movie trailer ads primarily.
snapchatfilter

18. digital interactive-owned
website-snapple.com
While the brand’s website is “Snapply,” integrating the “What Makes You
Snapple?” creative elements is an essential step in creating consistency
to lead Non-Heartland audiences through the comprehension phase
of the campaign. The website will feature a banner and leaderboard
advertising to promote Snapple’s presence at the festivals and in grocery
stores with the build your own 6-pack campaign.
SNAPPLE FACEBOOK
Snapple’s Facebook page will offer different product and promotional
information to followers through colorful pictures and shared YouTube
commercials specific to the custom 6-pack campaign, driving awareness
and increasing comprehenshion among Non-Heartland audiences.
Followers will also be kept updated on different sponsored events, such
as Bonnaroo and Coachella, inviting them to visit us at the Snapology
station at the festival.
SNAPPLE INSTAGRAM
Snapple will also increase awareness and drive comprehension of Non-
Heartland audiences. On Instagram by promoting the “What Makes You
Snapple?” campaign and sponsored events.
During the in-store custom 6-pack Snapple campaign, Snapple will post
through their account pictures of the custom 6-packs and the different
varieties of flavors they could choose in stores to fill their cartons. The
pictures will have different “snaptags,” such as #WhatMakesYouSnapple
and #6packsmakemesnapple. The brand’s presence at music
festivals will also be featured using event-specific “snaptags” such as
#CoachellaMakesMeSnapple and #SnappleRoo along with a caption.
page 17
Creative
SNAPPLE TWITTER
Twitter keeps followers connected with the brand on a more personal level, allowing them to ask Snapple questions about the brand’s
presence at events and the “What Makes You Snapple?” Campaign. Using “snaptags” and messaging consistent with Facebook and
Instagram will allow Non-Heartland audiences to engage through the awareness and comprehension phases of the campaign.

19. page 18Digital billboards
Advertising the Snapple custom 6-pack campaign on billboards within one to three miles of the major area retailers allows the brand to
bring both Heartland and Non-Heartland audiences through the conviction stage of the campaign.
The ad will feature the “What Makes You Snapple?” tagline at the top of the billboard and “What flavors will YOU choose?” at the bottom.
The boards will serve as directionals and feature the retailer’s logo, capturing the attention of drivers encouraging them to build their own
6-pack.
Creative

20. in-store activation
As the “action” phase of our dual strategy approach,
both the Heartland and Non-Heartland audiences
will have the opportunity to build their own 6-pack
and decide what flavors make them Snapple. The
“Build Your Own” in-store 6-pack concept will allow
shoppers to purchase a variety of Snapple flavors,
instead of purchasing a full 6-pack of one flavor. To
bring maximun “flavor awareness,” displays will feature
Heartland-only and limited-edition flavors.
The large 6 foot Snapple bottle displays will be placed
in 2,124 Walmart, Safeway and publix locations in the
indentified key markets beginning in April 2017 for six
months.12
The display will be large and colorful, with the
“What Makes You Snapple?” slogan to gain the attention
of shoppers walking by. Attached to the side of the
display will be a cardboard Snapple carton, in the shape
of a Snapple bottle with the six slots that they can fill
with the variety of flavors they specifically chose to take
home with them.
page 19
display
Creative
In-store display
locations
Walmart13
1648
Safeway14
174
Publix15
179
Total 2,124

21. The 6-pack
This 6-pack carton’s simple, yet effective in-store, activation allows us to meet the campaign objectives in a more efficient manner by
selling six bottles of Snapple, as opposed to single bottles. It will define the “What Makes You Snapple?” experience.
page 20
CreativeFront
side

22. MEDIA
PLAN/
BUDGET
markets
timeline
budget
page 21

23. MEDIA MARKETS
SELECTION PROCESSMAPS
page 22
Media Plan/Budget
Selection of the markets included identifying cities based on the
following criteria:
• Large populations of the defined market and target audiences8
• High BDI for tea and juice drinkers, specifically Snapple6
• Client-defined Heartland versus Non-Heartland areas1
• Top DMAs for digital/interactive media consumption7,16
Snapple Heartland:
• New York City, NY
• Syracuse, NY
• Boston, MA
• Buffalo, NY
• Philadelphia, PA
• Hartford, CT
• Baltimore, MD
• Albany, NY
• Washington, D.C.
Snapple Non-Heartland:
• Los Angeles, CA
• Chicago, IL
• San Francsico, CA
• Dallas, TX
• Atlanta, GA
• Houston, TX
• Tampa, FL
• Detroit, MI
• Grand Rapids, MI / Kalamazoo, MI
• Seattle-Tacoma WA
• Minneapolis, MN
• Miami, FL / Ft. Lauderdale, FL
• Denver, CO
• Orlando/Daytona Beach, FL
• St. Louis, MO
• Pittsburgh, PA
• Portland, OR
• Indianapolis, IN
• San Diego, CA
• Nashville, TN
• Columbus, OH
• Milwaukee, WI
• Cincinnati, OH
• Austin, TX
• Las Vegas, NV
• Dayton, OH
• Richmond, VA
• Louisville, KY
• San Antonio, TX
• Birmingham, AL
• Salt Lake City, UT
• Colorado Springs, CO
• Norfolk/Portsmouth/Newport News, VA
• Gainesville, FL
• Phoenix, AZ
• Baton Rouge, LA
• Charlotte, NC
• Mobile, AL/Pensacola, FL
• New Orleans, LA

24. page 23
Media Plan/Budget

25. page 24
Media Plan/Budget
Based on previous Snapple advertising investments,
the case study objectives and $50,000,000
budget the “What Makes You Snapple?” campaign
leverages a combination of traditional and digital
interactive media, reaching consumers using an
integrated four-screen approach.17
With 44% of the budget allocated to digital
interactive media alone, Snapple will achieve a
75% SOV with Heartland and Non-Heartland
audiences. This allows the brand to outpace the
competition in this critical space achieving high
brand awareness on the second, third and fourth
screens.1
Audiences are reached on the first
screen through television by allocating 98% of the
traditional media buy (38% of the overall budget)
to these vehicles.
The remaining 18% of the overall budget has
been allocated accordingly taking into account
in-store activation costs, experiential/sponsorships,
production and a healthy contingency.
3%
38%
2%
12%
44%
Contingency
Traditional
PRODUCTION
in-store activation
1%
EXPERIENTIAL
SPONSORSHIP
digital interactive

26. EVALUATION
page 25
The dual strategy approach with the “What
Makes You Snapple?” campaign not only puts
consumers in control to define who they are,
based on what flavors they select, it leverages a
more efficient way to sell the product – 6 packs
rather than singles.
The potential return on the $50,000,000
campaign investment was developed based on
two objectives:
• To increase purchase frequency of heavy
users in the Northeastern U.S. (Heartland)
from 9 times to 10 times per year.
• To increase purchase frequency of light
users outside the Northeastern U.S.
(Non-Heartland) from 1 time to 3 times per
year.
With 90% of the 35,000,000 Snapple case
volume focused on the premium flavors
within the brand, the 31,500,000 case sales
volume was broken down by the lift required
in the Heartland and Non-Heartland regions
separately:
• To increase sales volume by case in
Snapple’s Heartland by 10%.
= 1,575,000 6-packs (525,000 cases)
• To increase sales volume by case in
Snapple’s Non-Heartland by 200%.
= 31,500,000 6-packs (10,500,000 cases)
siness objectives.
In order to sell a combined total of 11,025,000
cases, 2,124 Walmart, Publix and Safeway
stores were identified within the top markets
and given a target of 5,200 cases to sell in
a six-month period.
The success of the campaign will be measured
by tracking sales volume within the identified
locations. The contingency fund will be utilized
to monitor these metrics as well as produce
additional 6-packs, displays and advertising
support within the campaign DMAs and/or
for new DMAs where success is likely to be
comparable.
Based on the potential return on investment
the “What Makes You Snapple?” campaign
positions the strengths of the brand.while
offering an efficient way to meet the business
objectives.

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