For the 2016 National Student Advertising Competition, Team 379 came up with this plans book to advertise for the Snapple brand.

1. 1
Agency
Competition
Number: 379

2. Research:
Welcome... 3
The Challenge... 4
SWOT... 5
Sizing Up The Competition... 6
Consumer Insights... 7
Target Market... 8
Table of Contents
Media and Evaluation:
Media Strategy...22
Media Calendar.... 23
Media Usage... 24
Evaluation... 25
Conclusion and Sources... 26
Creative Tactics:
The Game Plan... 9
Traditional
Billboards... 10
Television... 11
Digital
Hulu... 12
Socially Sweet... 13
YouTube Pre-Roll... 14
What's the "Buzz"About?... 15
Sweetify with Spotify... 16
Experiential
"Sweet Six"... 17
"Snap on Tap"... 18
Live Nation Partnership... 19
Postmates Partnership... 20
Best Stuff for the Earth... 21
2

3. 3
Snapple is part of a changing Liquid Refreshment Beverage (LRB) market, an industry that's shaped
by the way a brand is perceived by its consumers. Snapple’s strong brand personality is a competitive
strategy by keeping our Heartland users close and enticing the Non-Heartlanders to reach out and
seize a Snapple.
Our extensive research created a strong foundation for a multi-platform campaign that incorporates
traditional, digital and experiential tactics. Our creative strategies and executions reach out to each of
our target markets and creates an emotional connection with all them. This connection will allow us
to reach our objectives of increasing brand awareness and volume in the United States.
Our campaign emphasizes the little, sweet moments throughout every stage of life. Our creative
executions invite consumers to celebrate these moments, and to Celebrate Sweet.
Welcome
3

4. The Challenge
Some people like teas, some like juices. Some just like Snapple.
Snapple breaks the mold. It’s the drink for adventurers, go-getters, and those moving against the curve. Where
other drinks choose consistency, Snapple chooses experimentation. It’s the taste-savvy best friend that you wish
you had.
Many people have figured this out... NYC and the rest of the Heartland boast a high number of Snapple enthusiasts.
Snapple needs to set its sights on the rest of the country. This is where we come in.
Snapple is facing a few challenges from a growing competitive set and a national movement towards healthier
drinking habits. Don’t sweat it, though. We’ve got a game plan to guarantee sweet success for Snapple.
Snapple’s recent efforts have targeted the Heartland as a tribute to loyal consumers. Sure, Snapple’s roots are in
New York. They deserve a shout-out. But, Snapple has evolved into a drink to suit everyone’s sweet needs.
After all, that’s what Snapple consumers love: sweet refreshment, sweet taste, and sweet experiences. So why not
capitalize on that? Snapple can position itself as the perfect pairing for the perfect moment in the Heartland and
beyond.
Snapple has a loyal following. Let’s grow it.
Communication Objectives:
Increase brand relevance in the Heartland by 20%
Increase amount of Non-Heartland consumers with Snapple is their consideration set by 15%
Campaign Objective:
Increase Snapple volume by 20% in the United States
4

5. 5
Strengths
Weaknesses
Threats
Opportunities
· Brand personality
· Iconic consumption experience
· Fourth largest brand in juice and
tea drink markets
· Snapple contributes to almost 10%
of overall LRB growth
· Price dissuades purchase
frequency
· Recent campaigns were
unbalanced only targeting the
Heartland
· Lower in consideration sets:
50% in Heartland, 15% in
Non-Heartland
· Health conscious trends
· Growing competitive set in
LRB landscape
· Cheaper alternatives
· Legislation requiring warning
labels on sugary drinks
· High brand awareness,
especially in Non-Heartland
(90%)
· Sales up 7.8% in 2015 across tea
and juice categories
· Potential to position Snapple
as the drink for sweet moments
5

6. Sizing Up the Competition
Taste Buds Don't Lie, But Money Makes The Ultimate Decision
In our focus groups, we had participants taste test Snapple along with competing brands. We found that
consumers’ tastes buds were spot on - they were able to distinguish the higher quality teas from the lower
quality teas. Most preferred the higher quality teas because they tasted better. However, when asked about
price, many said they would forego a better tasting tea for a lower cost option.
Key Insight
A strong brand personality and superior taste are differentiators that Snapple owns.
Serious, health conscious tone Quirky tone
High quality
Low quality
There are three major groupings of
brands in the tea category:
- Cheap and low quality like Arizona
and Brisk
- Health conscious like Honest Tea,
Pure Leaf and Golden Peak
- Middle of the pack like Lipton and
Nestea
Snapple owns a sweet spot all by
itself - high quality tea with a playful
quirky tone.
6

7. 7
Consumer insights
289 survey responses
4 focus groups
88 hours spent on secondary research
167 1-on-1 interviews
“Only drink water”
“I wasn’t raised to
drink it”
“Too expensive”
“Too much sugar”
The Bad...
And The Summary...
There are two types of people in this world: people who drink Snapple and people who don’t. We didn’t find many
inbetween-ers.
The Snapple drinkers are our die hard users from the Heartland.
They were raised on and continue to drink Snapple. These consumers were most familiar with “the process” -
hitting the bottom of the bottle, popping the cap and gulping the beverage while reading the fact. These users don’t
just drink Snapple, but the biggest fans will also find ways to reuse the bottle through art. These are the Snapple
users we have and want to maintain.
Non-Heartland consumers who don’t drink Snapple have several reasons.
The most common was thinking the beverage was too sweet, unhealthy or expensive. After analysis, we know that
some of these consumers won’t be persuaded to drink Snapple, but we also discovered that some can be. We need
to get Snapple in the hands of these consumers with experiential tactics.
The Good...
“The fun facts on
the cap and the
overall taste”
“Diet options,
flavors, fun vibrant
branding”
“It tastes real not artificial”
“Awesome packaging
and snapple facts
"It's refreshing" "Too much caffeine"
7
Listen up. We know our stuff.

8. Target Market
Fresh and Sweet (18-25) is a multicultural college student or recent grad who is excited
for a new beginning. These consumers “ball on a budget.” They celebrate the little things in
life - like their first paycheck, reaching 45 Likes on Instagram or drinking a Snapple that hits
the spot.
- Social media savvy
- Reads Buzzfeed and Mashable
- Shops at Target
How Sweet It Is… (25-34) is an ethnically diverse group of individuals in the
middle of their careers that are becoming comfortable with the real world. These
conumers are in the fast lane and want to keep climbing the corporate ladder.
- Social media fluent
- Reads online newspapers and magazines
- Shops at Best Buy, Express and Victoria’s Secret
Home Sweet Home (34-45)is the consumer that had fun in their
twenties, but is now focused on the sweetness of family. They are like the
modern family of “Modern Family” - diverse and inclusive. They are excited
to settle down and enter their second act.
- Avid Facebook user, loves sharing photos of children and pets
- Shops at Costco
- Downloads music
- Reads Wired.com
- Watches the Amazing Race
8
One Sweet Spot? How About Three?

9. 9
The Game Plan
When did ‘"sweet" become a bad thing?
It didn’t. So let’s stop fighting the sweet and seize it.
Creative Concept:
For many consumers, something was stopping them from choosing Snapple. Some consumers
thought the drink was too sweet, other said it's too expensive.
The Celebrate Sweet Campaign will overcome this obstacle and #SeizeTheSweet. This will be
represented visually in our media with a Seizer. A Seizer is one of those little "grabber things" you
had as a kid to play with. Or when you were little, your parents might've used them to unscrew a
light bulb or grab something out of reach. The Seizer portrays that Snapple as always within reach,
in-demand and will help you grasp those sweet moments in your life.
After completing this research, we found ourselves asking one question:
9

10. Billboards
Research Says...
these billboards will get a total of 286
million impressions¹
Billboards are a traditional tactic, but
when creatively executed can get loads
of buzz. Our billboards will be spread
across the United States. There will be 10
executions - each with a different Seizer
that will #SeizeTheSweet.
10
Beware of the Snapple "Seizers"...

11. 11
Television
Our Survey Says...
that 57% of people watch TV
Each of our television advertisements
will have a different character
#SeizeTheSweet.
11

12. Hulu
Our Survey Says...
that 64% of people use
streaming sites
Research Says...
82% of Hulu subscribers are 18-49
and the median viewer age is 33²,
hitting our sweet spot
Consumers need a little extra sweetness in their life. We will have traditional commercials on Hulu similar to
our television execution, but we also want to seize the advertisement and pull it away. Users will randomly get a
commercial free show sponsored by Snapple .
12

13. 13
Socially Sweet
Our Survey Says...
that 93% of people are on Facebook
Facebook will inform consumers
about Snapple, like delivering
the product news and photos of
experiential tactics.
See the sweet. Speak the sweet. Share the sweet.
Twitter will use real time
marketing and engage the
consumers in conversation.
Instagram will serve as a
visual platform to engage
users featuring Snapple with
the target markets.
Research Says...
the average social media user is active on 3.5 social
networks, including Facebook, Twitter and Instagram³
13

14. YouTube Pre-Roll
Similar to our television
advertisement, our YouTube pre-
roll features another character that
will #SeizeTheSweet.
Research Says...
for the past three years, partner
revenue increases by 50%
annually4
14

15. 15
What’s All The Buzz About?
Research Says...
that Buzzfeed has:
200+ million monthly unique visitors
1+ billion monthly video views
19 million YouTube subscribers5
Buzzfeed appeals to 18 to 34 year olds… that is our target market almost to a tea. We will use Buzzfeed's custom
social posts, videos, promotion and story units, and social discoveries. Most importantly, we will use Buzzfeed's DIY
section to show consumers how to #SeizeTheSweet every day.
The Possibilities are Endless
11 of the Sweetest Sleeping *insert cute animal* Photos You’ve Ever Seen
The 15 Sweetest Moment in Your Day
19 Ways to use a Snapple Bottle After You Drink It
Buzzfeed Does... Snapple Fact Charades
15
guaran-tea-ed

16. Sweetify with Spotify
Music is a powerful tool. It sets the mood, triggers memories and gets you through the sweet and sour times of your
life. Partnering with Spotify will allow consumers to #SeizeTheSweet through the power of music. Snapple will
connect with them in three ways:
1. Gifting a free day of premium services
2. Sponsored playlists that let users listen Snapple inspired songs
3. Traditional Spotify visual advertisements like home page takeovers, billboards, interstitials and leader boards
Research Says...
that brand advocacy for Spotify partners is twice as high, which means their listeners are committed
to the brands that they support6
16

17. 17
Sweet Six is an in-store method for
consumers to create their own Snapple
six-pack in grocery stores. Consumers will
be able to #SeizeTheSweet by mixing and
matching their favorite flavors.
Before After
Our Primary Research Says...
that this is not the way Snapple should look. We took the opportunity to engage with consumers at the point of
purchase.
Sweet six
17
3 Peach Teas, 1 Kiwi Strawberry and 2 Fruit

18. Snap on tap
It's time to #SeizeTheSweet with the Snap on Tap.
The Snap on Tap trucks will travel around the U.S. in a 73 city tour and give away free Snapple during the summer
of 2017. The trucks will have 10 different flavors of Snapple, each with its own unique handle. Consumers can walk
up to the truck, grab a branded, reusable baggy and fill it up with whatever flavor (or flavors) they want.
There will be six Snap on Tap trucks. The trucks will visit beaches, colleges, parks and other heavily populated
locations.
Research Says...
when millennials were asked what
promotional item they liked best, the
most common response was reusable
water bottles7
18

19. 19
One Love. One Beverage.
Snapple is partnering with Live Nation to help consumers #SeizeTheSweet at their favorite concerts. We will
attend 4 concerts per year at 12 venues - that's 48 concerts total - in the Heartland and Non-Heartland. We will
also sponsor a Live Nation music festival at the end of the year.
Outside the Venue
Consumers will make memories outside of the venues by playing the Snapple Seizer Game. Consumers are
blindfolded, given a Seizer and placed in front of a bin full of sweet swag. They have three chances to seize an item.
The Snap on Tap truck will also visit the venue before and after the concert.
Inside the Venue
Brand ambassadors will walk around shows with a foam fist holding Snapple bottles. Random concert go-ers will
be handed the signature 16 oz. Snapple glass. The ambassadors will also hand out cards, encouraging people to text-
in for a chance to win upgraded seats.
Research Says...
- 88% of shoppers say that they enjoy an experiential interaction with a product away from a store
- 7 out of 10 shoppers say they’ll share a brand experience through social media and other means of sharing8
19

20. postmates partnership
Postmates is revolutionizing on-demand delivery by directly connecting
customers to local couriers for everyday needs.
On the first day of spring, Postmates will announce that the first 200 deliveries
in 40 major U.S cities will receive a free Snapple during their lunchtime order
on the Postmates app.
During that day, Postmate couriers will ride in style with branded Snapple
bikes. Each courier will report to a branded checkpoint, set up in a high-traffic
area, to pick up the Snapple and include it in the order for free. After the
campaign, Snapple will donate the bikes to Boys and Girls Clubs in each city.
Postmates’ peak usage is during lunch hour - when America’s working
class needs the time to refuel. The partnership will remind consumers to
#SeizeTheSweet during that lunch break, even if just for an hour.
Our Focus Group Says...
Snapple is known as one of
the best drinks with lunch. A
focus group participant said,
"When I think of Snapple, I
just think of pairing it with a
deli sandwich or bagel"
20

21. 21
Best Stuff for the Earth
Materials for the Arts (MFTA) is a reuse center in New York City. The organization provides a way for companies
and individuals to donate unneeded supplies to thousands of nonprofit art programs and schools.
Snapple and MFTA will create a partnership that encourages Snapple users to upcycle their signature 16 oz. Snapple
glass bottles by doing DIY projects.
The platform for the partnership will be a microsite. Consumers can view submissions on the microsite, and DIY
lovers can submit their own projects. This will not only promote content, but it will encourage viewers and content
creators not only to drink Snapple and #SeizeTheSweet, but to also #RepeatTheSweet.
Check out the microsite here:
http://www.RepeatTheSweet.com
Research Says...
90% of U.S. consumers say they would switch brands to one associated with a cause, given
comparable price and quality9
21

22. Media Strategy
Traditional
The billboard and television
advertisements are the foundation
of the campaign. These media will
be active year round and serve as a
constant reminder that Snapple is
the perfect drink for your sweetest
moments.
Digital
The digital platforms will allow
Snapple to engage in a two-way
conversation with thr consumers.
This will help consumers
understand Snapple’s brand voice
and reputation.
Experiential
Snapple can bring sweet moments
to consumer's lives by interacting
with them all across the nation.
Snapple is more than a drink - it is a
lifestyle brand.
Awareness Engagement Interactive
22

23. 23
12 Months of Sweet
23
The 12 Months of Sweet is our plan for where our media will be placed throughout 2017.

24. media usage
Why TV...
We spent a lot on television... that's $15,157,996. Our strategy was to target our target markets by making big media
buys.
Note: We did not include the Evaluation
cost or Agency Fee in the pie chart
24

25. 25
It Only Gets Sweeter From Here...
We will evaluate our objectives at the beginning, halfway point and end of 2017.
1. We will reach our communication objectives by measuring brand awareness online
- Measure followers and conversation on all online platforms
- Track use of #SeizeTheSweet and #RepeatTheSweet
- Track page views and engagement on Buzzfeed
- Measure number of followers and impressions on the Spotify playlist
- Track page views and number of DIY submissions on www.RepeatTheSweet.com
By tracking the brand awareness online, we can determine if Snapple’s:
- Brand relevance increased in the Heartland
- The amount of Non-Heartland users with Snapple in their consideration set increased
2. We will reach our campaign objective by measuring sales
- Track post-event sales at LiveNation, Postmates and Snap on Tap locations
- Track how many people use the Sweet Six
By tracking sales, we can determine if Snapple volume sold increased
25

26. Sweet Is Worth Celebrating
Footnotes:
1
Lamar outdoor national rate card
2
Hulu: Align your brand premium content. (2015, April 27). Ad Week. Retrieved from
http://www.adweek.com/sa-article/hulu-align-your-brand-premium-content-164277
3
Statistics. (2005, May). Youtube Press Statistics. Retrieved from https://www.youtube.
com/yt/press/statistics.html
4
Sass, Eric. (2016, March 10). Web users spend 109 minutes per day on social media.
Media Post.
Retrieved from http://www.mediapost.com/publications/article/270962/web-users-
spend-109-minutes-per-day-on-social-medi.html
5
Custom content worth sharing. (2016). Buzzfeed. Retrieved from
http://www.buzzfeed.com/advertise
6
What’s on Spotify (2016). Spotify. Retrieved from
http://www.spotify.com
7
Cummings, Carrie. (2016, March 6). What millennials want to see and take home from
branded events. Ad Week. Retrieved from
http://www.adweek.com/news/advertising-branding/infographic-what-millennials-
want-see-and-take-home-branded-events-169996
8
New report shows importance of experiential and engagement marketing.
(2014, January 29). PR Newswire. Retrieved from
http://www.prnewswire.com/news-releases/new-report-shows-importance-of-
experiential-and-engagement-marketing-242572801.html
9
What every marketer should know. (2010). Cause Marketing Forum. Retrieved from
http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/
Statistics_Every_Cause Marketer_Should_Know.htm
Photos:
All logos photos were retieved from the respective companies.
100% custom tank top. (2016). Logo Sportswear. [Photo]. Retrieved from
http://www.logosoftwear.com/product/36914/100-percent-cotton-tank-top
1PC brand new office drink plastic cup coffee holder clip desk table candy colors. (2016).
Ali Express. [Photo]. Retrieved from
http://www.aliexpress.com/item/1PC-Brand-New-Home-Office-Drink-
Plastic-Cup-Coffee-Holder-Clip-Desk-Table-Candy-Colors/32284599880.
html?spm=2114.40010308.4.42.2xBZdh
The Celebrate Sweet campaign will increase brand awareness and volume sold in the Heartland and Non-
Heartland. We are confident in our proposal because of our decision process. All of our decisions are supported
our primary and secondary research. The research serves as framework that substantiates our creative tactics and
media decisions. The traditional media will create a concrete foundation, while the digital campaign will interact
with consumers. To round out our campaign, the experiential tactics will help solidify Snapple as a lifestyle brand.
So let's all #SeizeTheSweet. Thank you.
Collapsible water bottles personalized with your custom logo. (2016). Discount Mugs.
[Photo]. Retrieved from
http://www.discountmugs.com/
Hand sanitizer in silicon holder. (2016). Quality Logo Products. [Photo]. Retrieved from
https://www.qualitylogoproducts.com/tradeshow-promotions/hand-sanitizer-silicon-
holder.htm?ribbonName=reduced-setup
Powerbank Emergency Custom Charger. (2016). EPromos. [Photo]. Retrieved from
http://www.epromos.com/product/10004920/power-bank-emergency-custom-charger.
html
Republic bike. (2016). Republic Bikes. [Photo]. Retrieved from
http://www.RepublicBike.com/
Snapple. (2016) Snapple. [Photo]. Retrieved from
http://www.Snapple.com/
Other:
2016 Snapple Case Study. (2016). NSAC.
Alpert, Lukas. Buzzfeed nails the ‘listicle’: what happens next? (2015) Wall Street Journal.
Retrieved from
http://www.wsj.com/articles/buzzfeed-nails-the-listicle-what-happens-next-1422556723
Heine, Christopher. (2015) What twitter’s new ‘moments’ feature means to viewers, media
companies and brands. Ad Week. Retrieved from
http://www.adweek.com/news/technology/what-twitters-new-moments-feature-
means-viewers-media-players-and-brands-167389
Marshall, Jack. (2013) What online ads cost. Digday.
http://digiday.com/publishers/what-online-ads-really-cost/
PRIZM Market Segments. (2016). Nielsen. Retrieved from
https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=70
Prosser, Marc. (2013). How much does facebook advertising cost? Fit Small Business.
Retrieved from
http://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/
What it costs: ad prices from TV’s biggest buys to the smallest screens. (2015). Ad Age.
http://adage.com/article/news/costs-ad-prices-tv-mobile-billboards/297928/
Snapple Logo Font Credit: Elling Lien
26