Position: Research Team AAF 2016 student competition: Virtual district winner

3. The Ask 4
Primarily Speaking 5
Perception Problems 6
Messaging Mix-Ups 7
Social Snafus 8
Target Audience 9
Creative 10
Creative Strategy 11
Social 12
Spotify/Snapchat 13
Digital 14
Website Takeover 15
Print 16
Out of Home 17
TV 18
Summer Road Trip 19
Heartland PR 20
45 Birthday 21
Website Redesign 22
Schedule 23
Spending 24
Evaluation 25
References 26
Executive SummaryTable of Contents
You wouldn’t buy someone
a Snapple without getting to know
them first, right?
We made it our mission to
get to know you – really, really,
know you. An exploration team
formed the foundation, spending
months diving head-first into all
things Snapple.
Reconvening after a much
needed break, we had an all-
hands meeting with Research,
Media, and Creative teams. After
nearly memorizing your brief,
our exploration team snapped us
back to reality with some facts.
For 3 hours we deliberated and
discussed a course of action. Six-
teen students, 4 nervous break-
downs, 25 evenings past 9:30pm,
4.6 quarts of tears, and 1 broken
Snapple bottle produced a book
made from The Best Stuff on
Earth.

4. The Ask
Key Findings
Based on extensive primary research, we boiled down obstacles that Snap-
ple will face in the coming years. By attacking these three issues, Snapple
will be able to remain relevant and engage the target audience in an ev-
er-changing and dynamic environment to achieve its goals.
Perception
AriZona owns convenience and
value while Lipton owns top
of mind awareness. Our tar-
get is unable to identify what
the Snapple brand stands for.
While still considered a premi-
um product, Snapple’s unaid-
ed recall is considerably less
than that of a premium bever-
age.
Social
Social media is not a novelty
anymore. It needs to be an
experience that engages the
broad strategy and encourag-
es two-way communication
and shareable content.
Messaging
The Snapple of yesteryear
was celebrated for its quirky
tactics and outspoken brand
voice. While “Best Stuff on
Earth” is still remembered, it
pales in comparison to the
snap of the cap, the glass bot-
tle and the facts on the cap.
Heartland: Grow heavy user purchase frequency from 9x to 10x per year
Non-Heartland: Grow light user purchase frequency from 1x to 3x per year
Grow brand relevance and top-of-mind awareness by shifting what we say, who
we say it to, and how we say it.
4

5. AGES SURVEYED
18-25
55%
26-35
19%
77% IN THE TARGET RANGE YOU GAVE US
46-55
9%
8%
36-45
9%
UNDISCLOSED
69%
FEMALE
28%
MALE
*3% Chose not to identify
SOUTH
SOUTHWEST
UPPER WEST COAST
LOWER WEST COAST
MIDWEST
MID-LOWER
EAST COAST
UPPER EAST COAST
/NEW ENGLAND
7%
47%
3%
5%
72%
4%
5%
40%
STUDENTS
38%
EMPLOYED
FULL TIME
30 Interviews
623 Responses
1 Focus Group
68 Store Visits
1 Taste Test
Primarily Speaking...
623QUALTRICS SURVEY RESPONSES
FROM SEA
TO SEA
5

6. Perception Problems Explained
Respondents love the
pop of the cap, the Snapple
fact, and think the beverage is
refreshing. Forty-two percent
of millennials are willing to pay
more for foods that are made
with all-natural ingredients
(1,2). Snapple’s product is not
the issue. So what’s the deal?
People seem to have
forgotten about Snapple’s
peachy, fact-filled fun side.
Consumers fondly remember
experiential features of Snap-
ple such as the bottle, the
cap, and the facts. Snapple
competes in a market where
it truly is an original product;
however, the uniqueness of the
packaging has not been uti-
lized enough to generate top
of mind awareness in the bev-
erage category (1).
Snapple seems to have
lost touch with its roots in the
eyes of the consumer. Once a
vibrant, relatable brand, Snap-
ple has drifted off the radar
for younger consumers. Snap-
ple’s brand voice has become
so faint that millennials miss it.
OPPORTUNITY:
SNAPPLE CAN
OFFER A RE-
LEASE FROM
STRESS
YOU THINK OF ICED TEA?"
T BRAND COMES TO MIND WHEN"WHA
ELPPANSDIAS
AETSENDIAS
20.5%
%21.7
ANODIAS NTOASZIRA
27.5%
PILDI
65.7%
“Snapple is this slightly
quirky, slightly different kind
of drink. Seeing other people
drink it would just remind me.
Like oh yeah, this exists.” -
Jane, 22
6

7. “The Best Stuff on Earth”
doesn’t quite mean what it
used to. Unhealthy foods and
beverages have fallen victim
to a more health conscious
consumer. However, 18-35 year
olds are willing to forgo nu-
trition in lieu of convenience.
Over 60% of respondents from
our primary research believe
they are “unique”, and over
80% say they “like to reward
themselves”(3). They are a
stressed out generation, giving
Snapple an opportunity to be
a ray, of sunshine (2).
69% of millennials are
stressed about their health
and are more stressed, anx-
ious, and depressed than any
generation before (2). Snapple
has an opportunity to tap into
psychological health benefits
by offering an opportunity to
break away, even if only for a
moment, from their mundane,
stressful daily routines.
While focus group re-
spondents fondly remember
Snapple, more than “The Best
Stuff on Earth”, the fact, the
cap snap, and the glass bottle
are the most salient features
that spark connection and
desire with the brand. This
finding is a clue to bringing
back the quirky, cult follow-
ing Snapple once fostered by
positioning the beverage as a
respite from seemingly endless
moments of micro-boredom.
Messaging Mix-Ups Digested
OPPORTUNITY:
TWIST, POP,
LEARN. OWN
THIS, OWN THE
CONVERSATION
"WHEN I SAY SNAPPLE, THE FIRST
THING YOU THINK IS..."
1
3
4
SNAPPLE FACT
SNAP OF THE CAP
“THE BEST STUFF
ON EARTH”
>10%
36.1%
24.7%
POP!
2 GLASS BOTTLE 36.1%
“[AriZona is] cheap and tastes
good for what you’re paying.
We know it’s bad for you,
but enter into that because
it’s cheap. Arizona gives you
more.” - Danielle, 20
7

8. Everyone and their dog
has a Twitter page these days,
but unlike Fido, when Snapple
speaks, people take note. With
Twitter’s 10th birthday come
and gone, brands now have to
navigate a complex landscape
littered with fallen platforms
by taking calculated risks on
content. The reward for such
nimble and ephemeral com-
munications is the ability to
reach consumers on their own
terms, in organic ways.
Successful competitors
in the tea and juice category
are utilizing social media, and
shaping messaging specifical-
ly for the portion of the target
respective platforms reach.
The best content lives natural-
ly within the environment of
the social media - short and
graphic scenes on Instagram
and organic, candid moments
on Snapchat for example.
Micro-Boredom, (see
side bar) is the enemy Snap-
ple can fight, both actually
and virtually.
Social Snafus Sniffed Out
OPPORTUNITY:
TALK TO THE
AUDIENCE HOW
THEY WOULD
TALK TO THEIR
FRIENDS
Micro-Boredom
/’mīkrō bôrdəm/
1. An affect of frequent mobile phone usage
which decreases the threshold of inactivity,
causing the inability to enjoy the slight of a
moment due to a persistent need for stimulation.
Usage: Look another 18-34 year old with
micro-boredom (12)
8

9. Primary: ME-llennial Secondary: Brogramer
Our primary target is
women aged 18-35 (ME-llen-
nial) and make up 29% of the
millennial audience. They are
often in school or freshly grad-
uated and entering the job
market. Despite their low in-
come, this group makes up a
200 billion dollar buying pow-
er (10). The me-lennial values
originality, but isn’t quite orig-
inal herself (2). These are the
women who in their quest for
their own identity shop at the
same store as everyone else
and post inspirational insta-
grams in the hopes of becom-
ing famous. She obsesses with
becoming a unique person
but is swept up into the sea of
women that are exactly like
them. She is a cautious con-
sumer who is critical of brand
perception.
“The responses of Millennial females
seem to indicate greater anxiety and
stress: among the leading values that
they said had become more import-
ant over the past two years were dis-
connecting and unplugging, fitness,
and simplifying.” (4).
The Brogramer is pre-
dominantly male, and makes
up 13% of the millennial buying
power (3). Brogamers have
an above average income for
the millennial audience and
are considered tech trend-set-
ters. They value authenticity
and originality but unlike the
me-lennials, these men are tru-
ly original. These are the men
that engage with the brand, as
a quirky way to connect with
other people they like or are
interested in(14).
9

10. Moments of boredom infiltrate our daily lives,
torturing minds which plead for excitations
and only Snapple can Shatter the Moment.
Video link password
444snapple
10

11. Executions
Tone
Guiding Insight
Creative Concept: Shatter the Moment
Research shows that the target market is
stressed, yet still encounter moments of
micro-boredom. The target is constantly
looking for ways to provide an ephemeral
release. Snapple has an opportunity to
be a part of that experience by reminding
the target they help change any moment.
Our concept reminds the target when
they encounter stressful, mundane, or
boring moments to grab a Snapple, and
not just because of what’s in the glass
bottle, but because of what the brand
promises…an opportunity to shatter any
moment with a fun, quirky fact/experi-
ence/sip. Whether you are gearing up
for a long study session, a traffic-filled
commute, or even a nerve-racking first
date, Snapple is there to shatter mo-
ments of micro-boredom like no other
refreshing ice tea brand can.
The campaign uses a humorous, but
empowering tone. The target wants to
take control of boring situations, and
Snapple can help them by providing
fun distractions. It is important that the
“shattering” moments actually be quite
real and believable moments. This
playing off of the word “shatter” with
“nice, little moments that are true and
more interesting” gives the campaign
a truth the audience will believe.
The campaign will integrate the “Shatter The
Moment” theme into all creative executions
by talking to the audience where they en-
counter moments of micro-boredom. Addi-
tionally, our social media strategy prompts
Snapple drinkers to share their own Snapple
moments.
Creative Strategy
11

12. 4% $1,800,000
Social Media
Twitter
Facebook
Brand The hashtag #Snapple-
Moment will be used to gen-
erate buzz around the brand.
Elevating Snapple on social
allows interaction with target
markets, reinforcing affinity
and top-of-mind awareness.
PR Snapple will leverage
geo-targeted posts that will
reach target audiences in
areas close to promotional
events. This will generate im-
pressions beyond the physical
location and encourage cre-
ation of user generated con-
tent.
Video Social media video
promoted posts will be used
to drive engagement among
our target, consistent with TV,
Hulu, and Youtube video ads.
TV alone is not enough; stud-
ies show that extending video
content to social channels el-
evates top-of-mind awareness
especially among our target
who consume media on multi-
ple screens.
4% $1,800,000
1 2 3 4 65 7 8 9 10 11 12
12

13. Spotify/Snapchat
Skewed toward the
summer months, when our
target is rocking out in the
heat, we will use Spotify to
connect with millennials, 72%
of whom use the platform.
Through sponsored sessions,
we will offer our target a
moment (30 minutes) of ad-
free listening, resonating with
summer vibes and late night
jams
More than 60% of U.S.
13 to 34 year-old smartphone
owners use Snapchat. Using
Snapchat filters and nation-
wide Daily Live Story Take-
overs, Snapple will reach our
target audience in an ever
growing platform, allowing
for high impact reach. Snap-
ple will use Snapchat during
summer events by providing
fun pertinent facts.
1 2 3 4 65 7 8 9 10 11 12
1% $750,0002% $1,000,000
Pre Spotify Ad
Post Spotify Ad
Snapchat
15 Second Spotify Spot
Narrator (4 sec.)
Fact #102, Cows produce
more milk when they listen
to music.
SFX (3 sec.)
Snapple cap pop
THEN
Snapple bottle pour
Narrator (8 sec.)
Snapple brings you endless
facts and 30 minutes of ad
free streaming. So jam out,
tap the cap, get the facts,
and Shatter the Moment.
13

14. Post Scroll
Pre Scroll
Digital
1 2 3 4 65 7 8 9 10 11 12
Programmatic is transforming
the digital advertising landscape,
as 83% of all digital display buys
are predicted to be programmatic
by 2017. Real-time bidding allows
brands to reach the right person,
with the right message, at the right
time. Utilizing the ability to micro-
target our audience segment, we
can embrace cross-screen advertis-
ing. Our digital displays will reach
the target as they navigate dense
content, such as Bloomberg, Huff-
ington Post, and Wall Street Journal,
breaking up the monotony of bland
copy with a reminder to Shatter the
Moment, and break the cycle of mi-
cro-boredom.
4% $2,000,000
14

15. Easybib Website Takeover
1 2 3 4 65 7 8 9 10 11 12
Easybib.com is a hub for
students, offering a citation
generator for students work-
ing on papers. Easybib.com will
extend our campaign beyond
summer months utilizing fi-
nals season with a nationwide
homepage takeover October
through December when im-
pressions are highest, averag-
ing 13 million per month. Snap-
ple can remind students to take
a moment and drink a Snapple.
4% $2,000,000
Spending
15

16. Spending
Print
1 2 3 4 65 7 8 9 10 11 12
Print offers Snap-
ple the opportunity to
connect with the target
in a tactile and real way.
While our target val-
ues digital experienc-
es, print ads are able
to capture the target’s
attention and are more
engaging than screen
ads (13). Print will allow
Snapple to leverage a
traditional media as a
facet of a comprehen-
sive campaign that lives
in physical and virtual
worlds.
3% $1,254,852
Consecutive right-hand pages for engaging print experience.
“With all the money
doctors make,
you’d think they’d
have more
comfortable chairs.”
SHATTER
THE MOMENT
#snapplemoment
THE LONGEST SNEEZING
SPREE LASTED
978 DAYS.
FACT #1032
1
2
“What’s the
word count?”
SHATTER
THE MOMENT
#snapplemoment
THE LIBRARY OF CONGRESS
HAS 600 MILESOF SHELVES.
FACT #299
1
2
“Are we there yet?”
#snapplemoment
SHATTER
THE MOMENT
HYBRID
CARS PRODUCE UP
TO
75%
LESS POLLUTION
THAN
OTHER VEHICLES
FACT #709
1
2
16

17. Out of Home: West Coast
Out of Home: Heartland
1 2 3 4 65 7 8 9 10 11 12
For the Non-Heartland,
specifically the West Coast,
Snapple will place itself
along two major highways in
California, the L.A. portion of
the 405 and the Pacific Coast
Highway in the Northern
California. The 405 offers a
large number of impressions,
and will encourage the L.A
population to take a Snapple
moment while stuck in the
infamous 405 traffic jams. In
the Pacific Coast Highway,
Snapple will complement the
getaway experience that this
highway offers.
For the Heartland,
we will run a focused New
York City Out Of Home
experience by taking over
Metro transit in order to
catch our on-the-go target.
Additionally, billboards will
be placed throughout the
city to remind people that
Snapple owns summer. This
allows us to let people living
in NYC, know how Snapple
can change the mood and
Shatter the Moment in the
city that never sleeps, even
when the most persistent
micro-boredom strikes.
7% $3,300,000
9% $4,335,000
Consecutive billboards
Hypnotic Swinging Cap
Out of Home
17

18. TV and Extensions
Placing Snapple on
national networks will reach
our target with innovative
messaging on a traditional
platform. Seventy-six percent
of people 18-25 watch TV at
least once a week, and the
key to success is network and
programming choice. NBC is
the logical network, as it is the
most popular among 18-34
year olds (16). Our spots will be
able to leverage the relaxing
moments that TV provides, with
the universal truth of “micro-
boredom,” telling viewers to
Shatter the Moment. With NBC
being home to 4 out of the
top 5 rated programs such
as The Voice, Little Big Shots,
and Undateable (16), Snapple
will be able to cast a wide net
to a receptive audience. And
since TV commercials can be
thought of as micro-boredom
themselves, our ads will ask
users who are likely already
multi-tasking with a second-
screen to share their “Snapple
Moment” via social media using
the hashtag #SnappleMoment.
1 2 3 4 65 7 8 9 10 11
27% $13,500,000
2%$1,000,000
2% $1,000,000
12
Hulu will reach our target
during times of entertainment
when they are susceptible
to media. This calls them to
snap out of it and Shatter the
Moment.
YouTube has 1
billion users, with over
4 billion videos viewed
per-day. Pre-roll ad will
boost the campaign in
reach and frequency.
18
Clickable link
Passwored 444snapple

19. Summer Road Trip (National PR)
1 2 3 4 65 7 8 9 10 11 12
18% $8,750,268
Tea drinkers are more
likely than non-tea drinkers
to lead adventurous lives
(27% vs. 17%)(15). Addition-
ally, tea drinkers compared
are more interested in trav-
el abroad (15). To target
these traveled tea-drinkers,
we are proposing a nation-
wide summer promotional
effort. Snapple will visit 45
different sites that could
use a “Snapply” moment.
Thirty-five of which include
America’s strange road-
side attractions. The other
ten will include America’s
10 most boring cities. This
road trip will not only bring
moments of excitement to
these equally strange and
boring locations that could
use a little Snapple joy, but
it will also offer a refill sta-
tion. Bring a reusable bottle.
Bring a sippy cup. Bring your
grandma’s vase that you
recently inherited. Bring any
container, and we’ll “Shatter
the Moment” by refilling it
with Snapple.
19

20. Heartland PR Promotional
Uber Snapple Cap Drum
Uber Italian Ice Stand
1 2 3 4 65 7 8 9 10 11 12
In a partnership with Uber,
Snapple will place a modified elec-
tronic drum-pad in the back seat
of 100 Uber cars. The “Shatter the
Moment” drum machine will let rid-
ers utilize the Snapple cap to make
music. Riders will then be able to
record their creations and share
them on social media right from
the drum device using the hashtag
#SnappleMoment. Snapple will
generate buzz in response to Uber
riders after they upload their Snap-
ple cap beats, and leverage the
content in future communications
across social platforms.
Snapple will create limited
time Italian ice flavors that help
beat the heartland heat. These
stands will be placed outside of
locations that could use moments
of joy, such as NYC’s Wall Street,
DMV, even the long waiting line out-
side the original Magnolia Bakery in
Greenwich Village. Snapple brings
moments of joy through delicious,
refreshing Italian ice during the hot
month of June, and reminds Heart-
land Snapple drinkers why they
love Snapple, in a bottle or on a
spoon.
2% $1,000,000
3% $1,750,000
20

21. Heartland 45th Birthday PR
In celebration of
Snapple’s 45th anniversary,
Snapple will host celebration
parties throughout different
bars in the heartland, includ-
ing NYC, Boston and Phila-
delphia. These bar takeovers
will showcase a list of Snap-
ple-infused mixed drinks and
take place every weekend
in the month of July. We will
showcase a range of coasters
that include a fact that took
place during 1972, Snapple’s
birth year, with the hashtag
#SnappleMoment. Our media
1 2 3 4 65 7 8 9 10 11 12
21
To help remind
the heartland that we
love them just as much
as they love us we will
be creating collectible
coasters. On the front
we will have a spin-
ning wheel of different
Snapple Juice drinks
combined with alcoholic
drink mix suggestions
that we found from pop-
ular drink recipe web-
sites.
2% $1,005,000
spend takes into account pro-
duction cost, while our paid
social has been factored into
our overall social media bud-
geting in the respective plat-
forms to promote this event
throughout the heartland.

22. Website Redesign
In order to make a full cross-platform campaign,
we integrated our “Shatter the Moment” design concept. We
connected our hashtag, #SnappleMoment, with content remind-
ing users to take advantage of Snapple’s shattering power in
moments of boredom. 1 2 3 4 65 7 8 9 10 11 12
7% $3,654,880
22

23. Schedule
1 2 3 4 65 7 8 9 10 11 12
TV
Traditional
Magazine
OOH
Heartland (Transit/Billboard)
West Coast Highway
Digital
Youtube
Hulu
Spotify
Easybib
Programmatic
Social
Facebook
Twitter
Instagram
Snapchat
Public Relations
45th Birthday Bar Takeover
Italian Ice Stands
Uber Cap Drums
Summer Road Trip
23

24. Spending Breakdown
24
4% $1,800,000
4% $1,800,000
1% $750,000
2% $1,000,000
4% $2,000,000
7% $3,654,8802% $1,005,000
2% $1,000,000
3% $1,750,000
4% $2,000,000
18% $8,750,268
27% $13,500,000
2%$1,000,000 2% $1,000,000
7% $3,300,000
9% $4,335,000
3% $1,254,852
Rounded percentages total over 100%, budget breakdown does not exceed 50 million.

25. Evaluation and Measurement
25
1,781,888,045
Impressions
Campaign Evaluation
The Shatter the Moment campaign will drive mil-
lennials to interact and break out of micro-bore-
dom and build Snapple’s case volume in both the
heartland and non-heartland.
Heartland
• We will track social media and public reaction
mentions on our out of home and events.
• We will track case sales in NYC as they spread
out to the rest of the heartland.
Non-Heartland
• Like the heartland, we will monitor case sales,
social media activity, and #snapplemoment
traffic.
• Our campaign leads up to the summer of the
45th anniversary and makes sure #snapple-
moment is heaviest in areas where we most
want to impact sales.
• We will monitor the use of out of home bus
shelters and their interaction with audience.
• We will be monitoring web banner and radio
interaction across all accessible platforms.
• Case volume will be aligned with media and
social media spending to maximize ongoing
results.

26. References
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