For 2016 AAF NSAC competition we created a advertising campaign for the Snapple brand. We placed 2nd in our district. I was in the brand activation, account planning, and creative teams.

1. 296

3. CONTENTS
2
3
4
5
6
7
Ever since Snapple’s creation in 1972, the brand has prided itself on
being unconventional and aligning with the quirky side of life. While the
brand continues to do well with strong growth trends within both the
ready-to-drink tea and juice drink beverage categories, it is our goal to
increase sales by growing Snapple’s brand relevance in the Heartland
and top of mind brand awareness in the non-Heartland.
Snapple’s core belief is that “unexpected delights make life great.”
However, the problem is that people’s unexpected delights align with
moments that are nice for a second. Snapple needs to be associated
with moments that matter more. Our national survey found that half of
Millennials and Generation X identified with Snapple’s behavioral pillars.
The solution lies in evolving Snapple’s image by realigning its persona
with today’s representations of quirky, humble, witty, and passionate.
EXECUTIVE SUMMARY
Passion is what ignites the fire behind a good story. When it comes
to telling your brand’s story, all of our departments work together as a
team to ensure every piece fits into place, making sure your brand has
integrated, strategic, and meaningful touchpoints with consumers.
We help to build and foster lasting relationships.
296
MISSION STATEMENT
SWOT & SITUATIONAL ANALYSIS
COMPETITIVE ANALYSIS
TARGET MARKET
RESEARCH METHODS
RESEARCH FINDINGS
INSIGHTS
8
9
BIG IDEA
CREATIVE EXECUTIONS
2-7 RESEARCH
8-14 CREATIVE
15
19
ACTIVATIONS
SOCIAL MEDIA STRATEGIES
15-19 BRAND ACTIVATION
20
21
22
23
24
STRATEGY & TIMELINE
MEDIA INSIGHTS
CULTURAL ROAD MAP
MEDIA TACTICS
BUDGET
20-24 MEDIA
25 EVALUATION
27 CONCLUSION & CITATIONS
1

4. Consumers have
positive associations
with Snapple
High brand recognition
Flavor variety, glass bottle and
the real facts differentiate Snapple
from competitors
Talked about positively by
consumers on social media[1]
Popular in Northeast region
of the US
SITUATIONAL
ANALYSIS
High levelsof sugar and sweetness deter
some consumers from the brandMany consumers don’t drink
Snapple as often as they used to[2]
Snapple has little engagement
on social media andadvertising recall is low[1]
COMPETITIVE FORCES
• Competitors are moving towards a more
health-conscious, organic, and natural image.[3]
• Tea and juice categories are growing with new
competitors entering the market, generally in the
health-conscious direction, all the time.
TECHNOLOGICAL FORCES
• Handheld devices are more prevalent and important
to our target market.[7]
• Cross screening, using multiple devices while
engaging in media, is becoming more important in
our target’s media habits.[8]
SOCIO-CULTURAL FORCES
• Consumers around the country are trading in sugary
and unhealthy drinks for water.[5]
• Corporate social responsibility is increasing in
importance in areas such as sustainability, recycling,
community building, volunteerism, etc.[3]
Increased
interest in drinks
with healthier ingredients[3]
Ready-to-drink tea category is
growing in volume performance
Digital advertising is constantly
changing and offers new
and unique ways to
reach consumers[4]
Media
fragmentation
creates a challenge to
reach the target audience
effectively[6]
Nearly half of bottled water drinkers
are consuming more flavored waters to
replace high sugar drinks[5]
Competitors are imitating Snapple’s
unique features (glass bottle,
cap, and facts)
STRENGTHS
SWOT
WEAKNESSES
OPPORTUNITIES THREATS
2

5. • Most competitive price out of all
RTD teas (99 cents per can)[3]
• Highest sales volume in tea and
juice drink category
• Most popular brand in the West[3]
• Offers a wide variety of flavors
• Merchandise given away to keep
brand top-­of-­mind
• Targets younger consumers
ARIZONA
LIPTON
• Most popular brand
in the South[3]
• Older demographic tends to
like this brand[3]
• Consumers have been brand
loyal for over 50 years
• Perceived as having an
authentic, home-brewed
taste
• Loyal customers
• Marketed as a premium
brand
GOLD PEAK
BRISK
PURE LEAF
• Associated with sodas
• Bold and fun, “kinda out there”
• Available at restaurant chains
as a fountain drink
• Praised for simplicity
• Not too sweet taste
• Unique packaging
• Perceived as a healthier,
more natural tea
COMPETITIVE ANALYSIS
3

6. TARGET MARKET
These consumers are focused on getting the most out of life.They
crave the joy of adventure, sharing memories on social media,
and supporting companies that are socially responsible. They are
motivated by optimism.[3][9]
Julianna is a 29-year-old
engineer who moved to
San Diego, California after
graduating from the University
of Rochester. After dealing with
snowy New York winters, she loves
sunny California, and the state’s
spirit of adventure. As a young
professional, Julianna is constantly
on-the-go. She enjoys jogs in the
mountains and coffee dates with
friends. She uses her smartphone
for scrolling through engagement
announcements on Facebook,
looking for inspiration on Pinterest,
and catching up on Fuller House on
Netflix. On the weekends, Julianna
loves to go to the beach, try new
restaurants, and volunteer at the
youth center downtown.
INFORMED IDEALISTS
Primary Millennials 18-34
At this point in their lives, these consumers have settled down
with a family of their own, but haven’t stopped seeking adventure.
They’re more concerned with making new memories than their
digital footprint. The Established Experiencers constantly adapt to
new technology to show they haven’t skipped a beat.[3]
ESTABLISHED EXPERIENCERS
Secondary Generation X 35-49
Mike is a 46-year-old physical therapist in Austin,
Texas, where he lives with his wife and two children.
Lunchtime at the office is full of stories about his
kids, dogs, and play-by-plays from the last
pick-up softball game. After work, Mike relaxes
with the latest episode of The Goldbergs. Mike
and his wife work long hours during the week, but
weekends are devoted to their family. He loves
camping with his children and posting pictures from
their adventures. He tries to find digital ways to
connect with his friends and family.
PRIMARY AUDIENCE
CHARACTERISTICS
CONNECTIED
On multiple devices
all of the time[8]
SOCIAL
Relationships are
important both
online and off[3]
HUMANITARIAN
Adventurous, affectionate,
and passionate about social
and cultural issues[3]
TRENDSETTERS
Early adopters[3]
4

7. RESEARCH METHODS
To better understand Snapple, our team gathered demographics, psychographics, behavioral patterns, and media consumption habits for
Snapple’s audience using Simmons OneView. We analyzed articles about the tea and juice category and evaluated the social media presence
of the brand and its competitors. Through secondary research, we found that Millennials are more susceptible to advertisements and that they
have a high index for ready-to-drink teas and juices.[3][10]
METHODS
47 IN-PERSON INTERVIEWS
3 FOCUS GROUPS
38 STATES TARGETED
32 PERCEPTION MAPS
30 IN-STORE OBSERVATIONS
958 SURVEY RESPONSES
Millennial Heartland,
Millennial non-Heartland,
and mixed Gen X
Blind taste test including
Snapple, Arizona, Pure Leaf,
Lipton, Brisk, and a generic
brand
Age-specific and geographically
targeted based on Heartland and
non-Heartland
Exclusive to our target
(age restricted)
IF PEOPLE KNOW ABOUT
SNAPPLE, WHY AREN’T
THEY BUYING IT?
IF PEOPLE KNOW ABOUT
SNAPPLE, WHY AREN’T
THEY BUYING IT?
Some factors that could influence
purchase decisions are: taste, quality
of ingredients, purchase value,
geography, brand personality,
or brand image.
PRIMARY RESEARCH
QUESTION:
32 TASTE TESTS
5

8. RESEARCH FINDINGS
TASTE?
In blind taste tests, participants could not recognize a brand solely by taste.
QUALITY OF INGREDIENTS? PURCHASE VALUE?
Snapple was considered high-end and high quality compared to competitors during
perception map exercises.
GEOGRAPHIC DIFFERENCES?
Through geographically-targeted interviews, we found the perception of Snapple among
people from both the Heartland and non-Heartland to be similar.
BRAND PERSONALITY?
In our nationally distributed survey, we built on the idea of a net promoter score and
designed a “net Snapply score” based on the behavioral pillars: inventive, playful, and
cultural. The average Snapply score among respondents was 61 percent, meaning most of
them shared some core characteristics with Snapple.
BRAND IMAGE?
Throughout our primary research, we consistently found that people have positive memories
about Snapple, but do not find it as relevant today due to evolving sociocultural trends.
People who drink
Snapple are thirsty
and stuck in
the 90’s
­– Pennsylvania, 28
“
”
I remember it as a
special treat when I went
on grocery trips with my
mom when I was younger.
– Texas, 38
I appreciate the glass bottles
because it’s better for the
environment and healthier for me.
My favorite part of drinking Snapple is
the pop of opening the bottle and the
fact under the cap. I would notice if
both those things were gone.
– California, 23
“
”
”
Snapple is like a
FORTUNE COOKIE:
”
“
– New York, 22
“
High Quality Ingredients
Low Quality Ingredients
Budget High-End
6
S H A R E
You open it up and
what’s inside
with everyone around
you.

9. KEY INSIGHTS
DRINKING
SNAPPLE IS A
SOCIAL
EXPERIENCE
ASSOCIATION WITH
PAST CREATES
DISCONNECT
EVERYONE
IS A BIT
SNAPPLY
THE STRATEGY
Transform Snapple into
something that matters
more by associating it with
modern interpretations of
quirky, humble, witty, and
passionate.
7

10. BIG IDEA
“Rooted in People” is centered
around modern interpretations
of quirky, humble, witty, and
passionate. Consumers can
identify with the Snapple brand
because these qualities are
rooted in everyone. By aligning
Snapple with these universal
moments that matter more,
Snapple is evolving.
8

11. COMMERCIALS Title: Rooted in Family
Length: 30 seconds
Music: Instrumental
0:00
Voice-over: What’s beautiful about everyday life?
Spot: Fade into establishing shot of sky with white text in Avenir font. Words cut out and are followed by a short
montage of three different scenarios. Voice-overs narrate scenes throughout the montage. The last frame cross-
fades into an illustration. The illustration dissolves and the Snapple logo and tagline dissolve in.
Strategy: Spot shares moments between people that express that the thoughtful actions of others is what makes
life beautiful. The illustration depicts an authentic moment shared between everyday people.
0:16
Voice-over: It’s a sister who works hard at her job
to surprise her little brother with the guitar of his
dreams.
0:04
Voice-over: It’s a dad who puts in 60 hours a week
managing his small business and always makes
time to play ball with his little slugger.
0:22
Voice-over: The beauty of life is rooted in people.
0:26
Voice-over: Snapple, made from the best stuff on
Earth for the best stuff in you!
0:10
Voice-over: It’s a daughter who conquers the
distance everyday to see how her mother is doing.
9

12. COMMERCIALS
Title: Rooted in Friends
Length: 30 seconds
Music: Instrumental
A series of three scenarios, this commercial revolves
around the relationship between friends. Scenarios
include two friends who have their very own funny
face to give one another confidence, two friends who
experienced seeing their favorite artist from the front
row together, and two friends who lost track of time
enjoying one another’s company.
Title: Rooted in Love
Length: 15 seconds
Music: Instrumental
A series of two scenarios, this commercial
revolves around the relationship between people
in love. Scenarios include a girl who wakes up
to a good morning text from her boyfriend every
morning and a guy who rides his bike through the
park with his girlfriend sitting on the handlebars.
Length: 30 seconds
Music: Instrumental
Voice-over (two college-aged girls)
Background noise: Grocery cart being wheeled slowly
Friend 1: Wait, let me hop in.
Friend 2: You read my mind. Let’s have some fun.
Background noise: Grocery cart speeds up
Friend 1: Steer to the left! To the left! Aisle two! Aisle
two! Laughs
Friend 2: Grab the chips! And the Snapple for 10 extra
points! Laughs
Background noise: Clink of glass bottles in cart
Friend 1: Boom! Now to the checkout line! Go! Go! Go!
Friend 2: Winners! Laughs
Voice-over of friend 1: There’s never a dull moment with
my best friend. Grocery cart racing adventures and all.
Voice-over of friend 2: The beauty in life is Rooted in
People. Snapple, made from the best stuff on earth for
the best stuff in you. Discover more at Snapple.com.
ONLINE RADIO
10

13. ONLINE
LEADERBOARD
WIDE SKYSCRAPER
M-REC
HOMEPAGE TAKEOVER
11
Ads feature hand drawn visuals to create a
humanistic touch with copy that highlights
personalized, relatable moments.
5 frames for rich media

14. WEBSITE REDESIGN
Featuring the illustrations on the homepage of the website allows consumers to explore each piece of the “Rooted in
People” campaign. At the same time, the site allows consumers to access the different flavors of Snapple and the persona
that each flavor embodies.
12

15. OUT OF HOME BUS SHELTER
BUS
BILLBOARD
13
KEY VISUAL

16. POINT OF PURCHASE
LINK 1
https://www.dropbox.com/sh/9jplocvhdxx0zjh/
AAAuwo3X4tKJenw7Nk_I0qk8a?dl=0
LINK 2
https://www.dropbox.com/sh/85lk4j7kh724qko/
AACDr1aNHVlalD3Ezl-ilqGva?dl=0
LINK 3
https://www.dropbox.com/sh/lmowil5xfcoiah4/
AAAnfFDrgnhDuTIzC8vVD68ma?dl=0
ADDITIONAL
CONTENT
The in-store free-standing displays and shelf talker will
supplement our “Rooted In People” digital and out-of-home
advertisements. The free-standing displays will embody the
feel of our campaign in a completely black-and-white color
scheme to emphasize the Snapple bottle itself. In addition,
the shelf talker will help the brand to stand out against
competitors that share the same shelf space.
SHELF TALKER
POP DISPLAY
14

17. BRAND ACTIVATIONS
BRINGING OUT “THE BEST STUFF IN YOU”
The goal of each activation is to celebrate the Snapple persona and embody the brand’s
behavior pillars: inventive, playful, and cultural. Further, these activations contemporize Snapple
by associating it with modern interpretations of quirky, humble, witty, and passionate. The
activations tie back into our main objective of growing Snapple sales in the United States by
increasing brand relevance through engagement tactics with heavy users in the Heartland and
driving trial among light users in the non-Heartland.
Q WH
W
QUIRKY WITTYHUMBLE PASSIONATE
Electronic Snapple-branded fruit trees will
pop up for a day in busy city parks. Ice-cold
Snapple bottles hang off of the branches like
fruit. To release a bottle, the consumer must
draw a “carving” onto the digital screen on the
trunk. The consumer will then be prompted
to pose for a photo and share it to his or her
social media accounts.
ROOTED
IN
INVENTION SNAPPLE FRUIT TREES
PP
SNAP SOMETHING
TO REMEMBER Q
ROOTED
IN
PLAY
This is no ordinary vending machine. At colleges and
universities around the nation, consumers will purchase a
Snapple and insert the cap back into the machine. Next, the
classic Snapple “pop” will sound, and the door of the vending
machine will open. Inside the machine will be a photo booth/
GIF generator big enough for several people, creating a social
and interactive experience for the purchaser and friends. In
order to receive the photo/GIF, the consumer will be prompted
to log in to the social media account(s) of his/her choosing and
Snapple will post the content to his/her feed.
Photobooth
Photobooth
15

18. SNAPPLY TASTING TOUR
ROOTEDINCULTURE
The Snapply Tasting Tour delivers Snapple directly to the consumers
in key market areas (KMAs) and supports local lunch communities
in a playful way. A Snapple truck will travel the country offering free
Snapple to pair with popular lunch dishes from local food trucks. The
truck will be adorned with a decorated Snapple bottle that will house
taps to dispense free samples of different Snapple flavors. Every
time the bottle is tapped, consumers will hear the signature pop of
the cap. The truck will visit college campuses and food truck parks
across the country and provide samples, a discount coupon, and free
commemorative glasses with a Snapple Fact on the inside bottom of
the glass. The tour will be filmed and promoted heavily on Snapple’s
social media and on local vloggers’ channels, with messages
encouraging users to follow the car around the U.S. using the
hashtag #SnapplyTastingTour.
Q
READY, SET, SNAPPLE!
Tailgating events engage a wide demographic, including current students,
students’ families, and alumni. Ready, Set, Snapple will be a branded
“village” that appears at Southeastern Conference Bowl games in the non-
Heartland. There will be traditional tailgating games such as KanJam and
cornhole as well as Snapple themed “swag.” The event will also partner with
the augmented reality app, Blippar. Users will be able to unlock a special
Snapple feature that allows the user to put themselvesin the football
game to experience the game from a first-person perspective.
Q
ROOTED
IN
PLAY
SNAPPLE GOES TO
SUMMER CAMP
ROOTED
IN
PLAY
Q
More than one million adults attend summer camps every year.
[11]
Snapple will capitalize on this growing market and peak tea-
drinking season by sponsoring both adult and youth summer
camps throughout July. Campers will be able to jump on the
Snapple trampoline, pick ice cold Snapple for a refreshing
treat off Snapple trees, canoe in boats modeled after Snapple
bottles, and take pictures/create GIFs in the Snapple vending
machine. Campers will also be able to send Snapple-branded
postcards home to family and friends that can be redeemed for
a discounted Snapple purchase.
16

19. Snapple will host a two-day festival in KMAs on the weekend of Earth Day and
National Picnic Day. The focus of these events is social responsibility and bringing
awareness to climate change and aligning Snapple with lunch food.
Snapple will provide special
edition bottles with labels
that contain seeds. Part of
the park will be sectioned
off for consumers to plant
their Snapple seeds.
PLANT A TREE
Festival attendees across all
cities pop open a bottle of
Snapple at the same exact
time. This will be filmed and
posted on Snapple’s website
and social media.
POP HEARD ‘ROUND
THE NATION
To promote recycling, brand
ambassadors will show
attendees fun DIY projects
using Snapple bottles and
caps.
DIY
ROOTED IN OUR EARTH FESTIVAL
#RootedInOurEarth
PPROOTED
IN
CULTURE
• Sponsor a Live Story on Snapchat to showcase the event and excite event
attendees
• Engage consumers on social media and promote sustainable activities using the
hashtag #RootedInOurEarth
PROMOTION
• Festival-goers will be given a Frisbee that looks like a Snapple cap to act as a tray
to hold their lunch, which they will buy from local food trucks surrounding the park.
• Snapple fruit-flavored cotton candy.
FOOD
17

20. At all of the events, a Snapple kiosk will allow consumers to send a
Snapple with a personalized note to someone who is active in one of
five nonprofit organizations: American Red Cross, Let’s Play, United
Way, Habitat for Humanity, and Camp Good Days. To participate, the
sender will purchase a bottle and Snapple will send the second bottle.
The sender and receiver will also be given a discount coupon.
SNAP IT FORWARD - INCUBATOR
In economically struggling neighborhoods within ten KMAs,
Snapple will create start-up incubators to support entrepreneurs
in building their businesses. In order to participate, aspiring
entrepreneurs will submit a three minute video pitching their
business model. Snapple executives and local community leaders
will select winning entries to receive the Snapple Entrepreneur-in-
Residence Mentorship.
PP
SNAP ‘TWO’ IT H
ROOTEDININVENTION
ROOTED
IN
CULTURE
JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
READY, SET,
SNAPPLE
ROOTED IN
OUR EARTH
SNAPPLE FRUIT TREE INCUBATOR
SNAP SOMETHING TO REMEMBER SNAP SOMETHING TO REMEMBER
SNAPPLY TASTING TOUR
SUMMER CAMP
SNAP ‘TWO’ IT
SOCIAL MEDIA
18

21. SOCIAL MEDIA STRATEGIES
Snapple will partner with YouTube stars Casey Neistat and LaurDIY, sponsor Buzzfeed videos, and place native advertisements to reach the Millennial
segment. Neistat is a daily vlogger and viral video creator based in NYC with over 2.3 million subscribers. He enjoys quirky drinks and snacks and is
constantly on-the-go. LaurDIY’s channel includes do-it-yourself content such as summer snacks and room décor. Native advertisements will be created
for Buzzfeed to engage consumers on a digital platform. Snapple’s social platforms will also be updated throughout the year to promote all other brand
activation events.
19

22. MEDIA
JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
SOCIAL
DIGITAL
BROADCAST TV BROADCAST TV BROADCAST TV
NETWORK TV NETWORK TV NETWORK TV
OOH
SEO
BRAND ACTIVATIONS
NON-HEARTLAND
• Los Angeles
• Chicago
• Atlanta
• Houston
• Miami-Ft. Lauderdale
• Phoenix (Prescott)
• Austin
• Denver
• Kansas City
• Louisville
OBJECTIVE
FLIGHTING
The campaign will be flighting, with holistic integrated
marketing event surrounds from February to December.
While capitalizing our media buys in the summer months
(May-August) in the Heartland and non-Heartland, we plan
on focusing our non-summer media tactics in the
non-Heartland. This will allow Snapple to gain awareness
in warm-climate states year round and increase overall
sales, thus encouraging more stable sales throughout
the year in its totality.
Connect Snapple with culturally relevant content that
aligns with Snapple’s brand identity and campaign
voice to resonate within our target market.
KMAS
HEARTLAND
• New York
• Philadelphia
• Washington, DC
• Boston (Manchester)
• Albany
• Buffalo
• Baltimore
• Hartford & New Haven
The average CDI (Category
Development Index) of 126 was used to
decide the DMAs for the campaign.[3]
1
3
4
5
6
8
7
2
BUDGET BREAKDOWN
1. Digital 34%
2. SEO 1%
3. TV 20%
4. Social 6%
5. Brand Activation 24%
6. Expense 5%
7. Contingency 2%
8. Sales Promotion 6%
20

23. MEDIA INSIGHTS
TRENDS
TOUCHPOINTS
10:00 AM
12:00 PM
5:00 PM
8:00 PM
11:00 PM
6:00 AM
CORD-CUTTING[12] CROSS-SCREENING[12][15]
STREAMING ON
MOBILE DEVICES[12]
SMALL BUSINESSES[13]
FEAR OF MISSING OUT (F.O.M.O.)[10]
W.O.M. INFLUENCE[14]
REAL-TIME INTERACTION[16]
• Programmatic digital buys
• White-list appropriate content
• Cookie-based retargeting
• SEO
• Digital conquesting
• Event surrounds
• Partnerships
• Push notifications
• Blippar: augmented reality app that
instantly unlocks engaging content
and brings the physical world to life
• Real-time optimization
• Paid social media: Facebook,
Twitter, Instagram, Snapchat,
Pinterest
• African American and Hispanic
targeted ads
TACTICS
21

24. CULTURAL ROADMAP
22
Below are cultural touchpoints the campaign will surround.
FEBRUARY: Social Media Week (New York City)
Celebration of innovations in marketing,
media, and technology, including culturally-
forward companies and people shaping the
future of technology and social sharing.
IF
MARCH: SXSW (Austin)
South By Southwest is a major three-
day film, interactive, and music festival
in Austin, TX that attracts innovative
individuals, ages 25 to 44.
IF
MAY: Boston Calling (Boston)
Three-day festival featuring some of the
biggest and best acts in live music, as
well as access to food and drink offers.
IF
JULY: ESPYS (Los Angeles)
Snapple will sponsor the Jimmy V
Perseverance Award and surround
the ESPY Awards on television,
digital and social platforms.
OCTOBER: Bob’s Burgers
A TV show on FOX animation Sunday
about a typical American family who
all work in the family restaurant. In
Bob’s Burgers, problems often arise
and the family manages to solve them
through quirky and fun adventures.
DECEMBER: End of Snapply Tasting Tour Truck
at Ample Creamery for Star Wars Episode VIII
Owners of Ample Hills creamery, an ice
cream shop in Brooklyn, NY, convinced
Disney CEO Bob Iger to make it the
official ice cream of Star Wars. Between
the fandom of Star Wars, F.O.M.O. of
ice cream, and NYC movie lovers, we
can partner with this ice cream shop to
end our campaign, emphasizing back to
humble roots.
IFL
Netflix Premiere
TREND: Travel
APRIL: Earth Weekend (Brand Activation)
TREND: Memorial Day
JUNE: Roots Picnic (Philadelphia)
Diverse hip-hop and rap music festival at the
Festival Pier of Penn’s Landing, Philadelphia.
An insanely popular festival with a strong
social media presence.
IFL
JULY: Pitchfork (Chicago)
Pitchfork Music Festival, held in Union Park,
has an eclectic lineup of performers and over
20,000 attendees who love the unique,
friendly, cultural, and intimate feel.
IFL
TREND: Back to School
TREND: Labor Day
SEPTEMBER: The Goldbergs
The Goldbergs is a quirky sitcom about
a family living in the 1980s that airs on
ABC. In 2017, the show will be entering
its fourth season. It has strong ratings
for ABC and reaches both Millennials
and an older audience.
Wonder Woman Release
NOVEMBER
TREND: Thanksgiving, Small Business Saturday

25. MULTICULTURAL TARGETING
• African Americans and Hispanics both index higher than
others for drinking tea and Snapple teas and juices.[3]
• Both Hispanic and African-American populations in the US
are growing.[17]
• African Americans are more likely to be influenced by
advertising than their friends.[18]
• African Americans consume more content than other
groups.[19]
• Hispanics over index in technology.[20]
• The median age of U.S. Hispanics is 28, rather than 38 for
the overall U.S. population.[20]
To reach both races, Snapple will surround the
Empire mid-season premiere in March 2017.
Empire is Fox’s hit broadcast TV drama about the
Lyon family of Empire Entertainment, a hip-hop and
R&B music label. Empire’s audience is more than
two-thirds African-American and is the number one
English language drama for Hispanic adults
18-49 and 18-34.[21]
Its fall finale in December 2015
achieved a 4.5 rating in the 18-49 demographic
and reached 11.81 million viewers. The show has
consistently topped in ratings and social media
engagement since its premiere.[22]
MEDIA TRENDS FOR AFRICAN-AMERICAN
AND HISPANIC CONSUMERS
EMPIRE EXECUTION
23

26. NOTES:
• 50% impressions served in Heartland,
50% impressions served in Non-Heartland.
• % Habit Conversion = Percentage of target market consumers
meeting desired purchase frequency (1 additional purchase per year
in Heartland and 2 additional purchases per year in Non-Heartland).
• A 16 oz. glass bottle of Snapple costs about $2.
BUDGET
KPI: $189 million, 15% Increase Additional Revenue: $199.5 million
Total spend: $49.7 million
24

27. EVALUATION
HEARTLAND
OVERALL GOAL
• Grow brand relevance from 50% to
70% through engagement tactics with
heavy users and advertising.
• Grow heavy user buying rate from 9x to
10x per year.
NON-HEARTLAND
• Grow Snapple’s top of mind brand
awareness from 15% to 25%.
• Grow light user buying rate from 1x to
3x per year.
Grow Snapple sales from 35,000,000
cases to about 40,250,000 cases in
2017. This is about a 15% increase,
which is equivalent to about a
$189,000,000 increase in sales.
TRACK PURCHASE FREQUENCY
• Nielsen Consumer and Shopper Analytics will track shoppers’
actions, reasons for buying, and when and where they shop.[23]
• Using beacon technology, Euclid Analytics will monitor in-store
shopper behavior in selected stores.[24]
TRACK THE GROWTH OF BRAND RELEVANCE AND TOP OF MIND
BRAND AWARENESS
BRAND ACTIVATIONS
• Monitor attendance and engagement with our brand activation tactics
• Track the use of our brand activation oriented hashtags
• Monitor news and social media activity to determine earned media
ADVERTISING
• Recognition and day-after-recall tests will measure creative messaging
effectiveness.
• Click-through rates on banner ads will determine channel effectiveness for
media scheduling adjustments.
• Google Analytics will track Snapple’s website traffic and how people are accessing it.[28]
• Alexa will track and compare competitors’ online presence to Snapple’s while also
helping Snapple’s SEM and SEO strategies.[29]
TRACKING CONSUMER SENTIMENT
ONLINE
• Bazaarvoice Connections will track brand relevance and
perception by allowing Snapple to monitor and respond to consumer
reviews and questions on retailers’ sites.[25]
• Net Promoter Scores will identify consumers’ positive perceptions towards
Snapple by showing their likelihood of recommending Snapple to a friend.[26]
This word of mouth will help to place Snapple into people’s consideration sets.
• Radian6 will gauge Snapple’s strength on social media, detailing frequency of consumers’
posts and mentions as well as consumers’ sentiments towards Snapple.[27]
35,000,000
cases
40,250,000
cases
15% increase
SALES INCREASE
25

28. OUR TEAM
ACCOUNT PLANNING
CREATIVE
DIRECTOR:
Alora Sherbert
MEDIA
BRAND ACTIVATION
PRODUCTIONCO-DIRECTORS
Sara Harmon
Anh “Bill” Pham
DIRECTOR
Andrew Olkowski
TEAM
Taylor Flynn
Melissa Dellacato
Morgan Gatzemeyer
DIRECTORS
Marissa Accordino
Christopher Brown
TEAM
Jillian Koehnken
Kristin Schultz
Jessica Merrill
Doug Levy
Laura Epifano
DIRECTOR
Micaela Metz
TEAM
Isabel Balla
Megan Zart
Colleen O’Meara
Sonya Joshi
Pamela Arbelaez
DIRECTOR
Kasey Speth
TEAM
Sabrina Knight
Emma Silen
Stefanie Tanaka
ACCOUNT DIRECTOR
Scott Hamula
26

29. 27
[16] Millward Brown Digital. “How to Bridge the Generational Screen Gap.”
Advertising Research Foundation. Last modified January 2016.
[17] “Minority Population Growth--The New Boom”. Ersi. Last modified 2012.
http://www.esri.com/library/brochures/pdfs/minority-population-growth.pdf
[18] Fetto, John. “African Americans look to advertising more than
friends to stay on top of the latest trends”. Experian Marketing Services.
Last modified March 2014. http://www.experian.com/blogs/marketing-
forward/2014/03/19/african-americans-look-to-advertising-more-than-friends-to-
stay-on-top-of-the-latest-trends/
[19] “Multifaceted Connections: African-American Media Usage
Outpaces Across Platforms”. Nielsen. Last modified February 2015. http://
www.nielsen.com/us/en/insights/news/2015/multifaceted-connections-african-
american-media-usage-outpaces-across-platforms.html
[20] “Hispanic Fact Pack”. Advertising Age. Last modified July 2014. http://gaia.
adage.com/images/bin/pdf/Hispanic_Fact_Pack_2014_web_rev0730.pdf
[21] Kissell, Rick. “‘Empire’s’ Growth Spurt Fueled by Young Women, Urban
Markets”. Variety. Last modified February 2015. http://variety.com/2015/tv/news/
empire-ratings-growth-women-urban-markets-1201442207/
[22] Porter, Rick. “Wednesday final ratings: ‘Arrow,’ ‘Empire’ and
‘Criminal Minds’ adjust up”. TV by the Numbers. Last modified
December 2015. http://tvbythenumbers.zap2it.com/2015/12/03/wednesday-final-
ratings-dec-2-2015/
[23] Nielsen website. http://www.nielsen.com/us/en/solutions/shopper.html
[24] Euclid Analytics website. http://euclidanalytics.com
[25] Bazaarvoice website. http://www.bazaarvoice.com/products/
[26] Net Promoter website. http://www.netpromoter.com/why-net-promoter/know
[27] ExactTarget website. http://www.exacttarget.com/products/social-media-
marketing/radian6
[28] Google Analytics website. http://www.google.com/analytics/
[29] Alexa webstie. http://www.alexa.com
[1] Social Media Mentions (2016).
[2] Mccue, Matt. “How Snapple Became the Myspace of Drinks”. Thrillist. Last modified
June 2015. https://www.thrillist.com/drink/nation/what-the-hell-ever-happened-to-
snapple
[3] Experian Simmons OneView Database (2012).
[4] Gavril, Matei. “7 Digital Marketing Trends to Watch Out for 2016”. Entrepreneur. Last
modified 2016. http://www.entrepreneur.com/article/254006
[5] “U.S. Bottled Water Sales Reach Record Highs in 2015”. NACS. Last modified
February 2016. http://www.nacsonline.com/Media/Daily/Pages/ND0225164.aspx#.
VvOaZxIrJ7p
[6] Baker, Rosie. “Unilever CMO Media Fragmentation is a Real Threat to Brands”.
Adnews. Last modified June 2014. http://www.adnews.com.au/adnews/unilever-cmo-
media-fragmentation-is-a-real-threat-to-brands
[7] “Mobile Millennials: Over 85% of Generation Y Owns
Smartphone”. Nielsen. Last modified September 2014. http://www.nielsen.com/us/
en/insights/news/2014/mobile-millennials-over-85-percent-of-generation-y-owns-
smartphones.html
[8] Loechner, Tyler. “Cross-Screen Or Bust”. Media Post. Real-Time Daily. Last modified
April 2014. http://www.mediapost.com/publications/article/224751/cross-screen-or-bust.
html
[9] Solomon, Micah. “2015 is the Year of the Millennial Customer: 5 Key Traits These 80
Million Consumers Share”. Forbes. Last Modified December 2014.
[10] The Advertising Research Foundation. “Millennials Are Most Trusting when it Comes
to Advertising.” Advertising Research Foundation. Last modified January 2016.
[11] Robinson, M. “I Went To Summer Camp For Adults And It Was Like A Frat Party On
Steroids”. Last modified August 2014. http://www.businessinsider.com/adult-summer-
camp-club-getaway-2014-8
[12] The Nielsen Company. “Screen Wars: The Battle for Eye Space in a TV-Everywhere
World.” Screen Wars. March 2015.
[13] Shane, Scott. “Why Americans Love Small Business.”
Entrepreneur. Last modified February 2015.
[14] Loechner, Jack. “WOM Still Highest Unpaid Influence; Paid TV still Broadest Reach.”
The Center For Media Research. Last modified May 2015.
[15] The Advertising Research Foundation. “Mom’s Multitasking Leads to Cross-Screen
Opportunities.” Advertising Research Foundation. Last modified January 2016.
CONCLUSION
Thank you for reviewing our “Rooted in People” integrated advertising campaign for
Snapple. We look forward to bringing this campaign to life during our presentation.
-Team 296