2. introduction
Returning
to our
roots and
celebrating
the best
consumers
on earth.
Executive Summary
1
2
Innovating
flavor profiles
that were loved
and talked
about
Making
packaging part
of the brand
conversation and
experience
Putting
fans first by
socially and
creatively
engaging their
consumers
Being
present on
the “street” with
local flair and
flavor
Creating
shareable,
imaginative
content to
generate
buzz
Snapple is an iconic brand that invented a category and changed the way
beverage brands are marketed. Snapple made quirkiness an asset. Long before
the digital age of marketing, Snapple put down its roots as a viral brand by:
Introduction
ContentsContents
Consumer Insights
Consumer Insights Overview
Consumer Attitudes & Perceptions
Sweet Spot: Millennials
Target Overview & Personas
Communication Plan
Communication Goals
Campaign Strategy
The Campaign Plan
The Snapplin’ Big Idea
Creative Examples
Content Framework & Strategy
What, Where, How
Broadcast
Out of Home
Digital Critical
Social Essentials
Local Purchase Activation
Measurements
Media Strategy
Budget Breakdown
Resources & Citations
Credits
We had a Snapply great time working on this project!
And above all, always being
true to its quirky, Snapple self.
Over forty years later, despite changes
in corporate ownership and erratic
marketing strategies, Snapple is still a
growingandlovedbrand–testimonytoits
brand power, core values and heartland
roots. Now is Snapple’s moment to seize
opportunities to dramatically expand its
popularity beyond core market locations.
Our campaign is in alignment with two
strategies espoused by Snapple:
Returning to our roots and celebrating the
best consumers on earth.
Snapple’s assets are strong and our program embraces
them in new and exciting ways. We believe there are
reservoirs of passionate fans everywhere waiting to
be popped open -- eager to share their special love of
Snapple and it’s time for Snapple to be unabashedly
Snapplyagain.Getthatpositivelyquirkygrooveback
by dialing up a unique personality and leveraging
thepowerofdigitalcommunications!Everythingwe
created has been developed through one consistent
filter…“How would Snapple do it?”…including this
plans book.
So, get ready and enjoy what’s
Snappening next.
3
4
5
6
7
8
9
11
12
13
14
15
19
23
24
25
26
27
28
1
Executive Summary
Our Approach
3. introductionOur Approach
What You Told Us What We Did
You laid out very clear goals & objectives:
•50% of Volume
•Low TOM Awareness
•Increase Average Annual
Purchase Frequency
from 3 to 6
•50% of Volume
•Strong TOM Awareness
•Increase Average Annual
Purchase Frequency
from 9 to 10
Non-Heartland Facts
Try more
Snapple
Keep drinking
Snapple
Heartland Facts
In addition, we will remember to remain
Snapply and continually filter all
executuons through one question:
How Would Snapple Do It?
Create an integrated holistic marketing campaign to
significantly increase top-of-mind awareness and grow sales
volume in the United States.
Our plan is designed to achieve each objective throughout 2017.
Primary Research
In our discovery process, we searched for information and
insights about the consumer target (especially millennials),
the RTD beverage category, and Snapple’s performance
across an array of digital channels. Our secondary research
utilized AAF databases and other resources and studies as
detailed on page 27. We also emphasized extensive use of 2015
MRI data and conducted primary research that included store
visits,beveragetradepublicationmonitoring,socialmedia
analyses, focus groups, and an in-depth quantitative study.
Our findings led to important insights that shaped and informed
our thinking. We then used this newfound information to
‘Snapple’ up our campaign development enthusiasm.
Nationwide Survey Respondents
Feb - Mar 2016
Rival iQ, Birdsong, HootSuite
Focus Group Participants
& RTD Tea Beverage Consumers
Review Analysis
1538
Custom Social
Media Auditing
30
Yelp &
Store Visits
2
4. Consumer InsightsConsumer Insights Overview
3
With regards to target audience, we
focused attention on the Snapply sweet
spot millennials.
A very important cohort for Snapple and
the RTD Tea Market because of:
Size
Spending Power
Role as Influencers
Growth Potential
Through primary
research techniques,
we will explore
how consumers feel
about Snapple as a
brand and how it is
perceived relative to
competitors.
We will evaluate
Snapple’s position
in the RTD Iced Tea
market in terms of
brand positioning
relative to competitors
by reviewing consumer
market penetration and
user demography.
In order to best
understand how
to reach our target
audience we will delve
into the millennial
mindset considering
their behaviors and
media habits.
Basedonourfindings,wedevelopedapersona-basedviewofourtargetaudiences
in order to define how to best appeal to their mindset and identified the most
effective contexts in which to engage them. From this research landscape, we
developed our recommendations for the best omni-channel consumer experience.
ThoughdefinitionsofwhoMillennialsare
depend on who you ask, we are defining
millennials as 18-34 year olds to better
focus our research efforts.
These consumers are the first generation
of digital native consumers that span
differentlifestagesfromcollegetoraising
families.
Consumer
Attitudes & Brand
Perception
Our Focus
Why
Who are Millennials?
Key Behavioral
Traits & Media
Consumption
Snapple’s
Position in the
RTD Iced Tea
Market
We concentrated and organized our research in 3 key areas:
5. Consumer InsightsConsumer Attitudes & Perceptions
4
Snapple has always stood out as a brand that embraces its wittiness and quirkiness. We delved deeper into
consumer attitudes and perceptions of Snapple and the “Born In NY” campaign through social media listening
audits, three RTD tea drinker focus groups and a custom quantitative national study conducted February – March
2016 to determine the following:
Snapple Embodies positive quirkiness
As supported by MRI data, Snapple lovers
identified themselves as more fun loving and
different versus other brands:
24% “I like outrageous people and things”
“Always looking for a new thrill”
“I want to be considered fashionable”
21%
20%
Positive
· Grabbed Attention · Started Conversation
· Engaging in Metro Heartland
Negative
· Non-Engaging to those outside Heartland
Not Just Tea
Snapple seen as tea and juice,
usually associated with personal
flavor favorites.
Straight Talk
Health conscious consumers view
most RTD beverages with skeptisim.
They avoid all sugary drinks and are
cautious about artifical sweeteners.
The Yum Factor
Heavy RTD tea consumers and
Snapple lovers value taste and
experience and are willing to forgo
some nutritional value.
Price is Right
Price is not a major barrier to non-
users or a reason for users to switch
to other brands.
“Reminds me of childhood”
Viewed as a fun brand with its
vibrant packaging, sweet flavors,
and Snapple facts – perfectly
representing “the kid in me.”
Likeability across the country
Snapple’s likeability is relatively
consistent across the entire country,
although more prevalent in the
heartland.
RTD Tea Perceptions vs. Market Share
Key Findings Brand Perception
“Born in New York” Campaign – Mixed Sentiments
Quirky
Traditional
Value Premium
6. Consumer InsightsSweet Spot Millennials
5
Media Consumption Habits
Digital
18 hours a day consuming media
across multi-screens and devices
Mobile First
85% own smartphones
83% sleep next to phones
80% mobile time spent on apps
Social Is Essential
5/6 connect with brands on social media
Localization Matters
Connection made to brands via native
content are more likely to be shared
Visual Language
74% post ‘real-time’ pics
45% post self-made videos
67% share videos discovered online
Winning With Millennials
Purchase = Personal Expression
“I express myself, in order
to create a unique identity."
Personalization Is Valued And Rewarded
“I will advocate and endorse
brands that are interactive.”
Quality Value And Values Are Important
“I place a premium on authenticity and will
pay more for brands with CSR programs.”
Special Relationship With Food And Drink
Food that is “good for you” can
include just making you feel good.
Variety Is The Spice Of Life
69% crave adventure
35% highly values variety
70% want different week to week life
Brand Choice & Interaction
“Engage Me Personally”
40% want to participate in co-creation with brands
“Entertain Me”
80% want brands to entertain them
80%+ value brands that have personalized,
funny, intelligent, and helpful content
“Earn My Trust”
70% of millennials base purchase
choices on past usage and trust
“Earn My Loyalty”
86% of millennials join loyalty programs
71% would switch to brands that offer
a multi-dimensional rewards club
“Be Relevant And Consistent!”
49% more engagement with seamless integration
of digital executions in physical worlds
Millennial
iced tea
drinkers are
25% more likely
to choose
Snapple over
other iced
teas.
18-34 Year Olds 50%
35-54 Year Olds 30%
55+ Year Olds 20%
7. Consumer InsightsTarget Overview & Personas
6
Adults 18-49, 30 years old "sweet spot"
Keeping in mind to boost presence among
younger consumers and addressing above
average potential with African Americans
and Hispanics...
Snappleloversarespecialastheygobeyond
demographics. Consumer Personas focus
on mindset, lifestyle and lifestage. Their
overarchingmindsetcutsacrossallagesand
geographies:
Our target audience is ageless, youthful,
playful, fun and positively quirky. They live
their lives by embracing and loving what
makes them different. They usually play by
the rules but every so often find themselves
bending them...just enough.
Snapplers aren’t health nuts or calorie
counters and more likely ‘dieters’ who sneak
a treat once a day. They are laid back and
consume based on having a great tasting
experience they feel good about.
They encompass
living life with their best
Snapply side showing
Hesitants
Casual Snapple drinker.
Most likely to opt for the
Traditional tea products.
Penelope Pop
Age: Mid 20s
Gender Distribution:
Female > Male
Region: Pacific/West Coast
Occupation: Self-employed
Mindset: Conscious of diet,
but not a health nut
Product Preference:
Diet Snapples
Purchase Frequency:
2-3 times/month
Social Accounts:
Instagram, Twitter, Snapchat
Opportunities: New West
Coast Market, Event Marketing
- BeautyCon, Snapchat filters,
Celebrity Endorsement
We further refined our target by four distinct personas:
Traditionals
Somewhat health-conscious
but still trendy and fun.
They love all things bright
and colorful, and Snapple
gives them that extra POP.
Melody Mango
Age: Early 20s
Gender Distribution:
Female = Male
Region: Northeast
Occupation: Student
Mindset: Grew up drinking
Snapple, but not as often
Product Preference:
Traditional flavors such as
Mango Madness
Purchase Frequency:
1 time/week
Social Accounts:
Frequents YouTube
Opportunities:
College campuses, Music,
Social Media Marketing,
Banner Ads, YouTube Ads
The Sweet Spot
Longtime, frequent Snapple
drinkers: “The Tastier
the Tea, the Better.”
Franky Facts
Age: 30s
Gender Distribution:
Male > Female
Region: Heartland
Occupation: Full-time
Mindset: Born/raised in the
Heartland. Die-hard Snappler
Product Preference:
Sweeter Teas such as
Peach Tea and Half n Half
Purchase Frequency:
2-3 time/week
Social Accounts:
Facebook
Opportunities: Newspaper
ads, More engaging Snapple
facts, Products in popular
lunch locations
Thrill-Seekers
Love a good rush, especially
from their Snapple!
Both juice and tea.
Kimi Strawberry
Age: 40s
Gender Distribution:
Female > Males
Region: Pacific
Occupation: Full-time
Mindset: Loves a good rush,
especially from Snapple
Product Preference:
Snapple Juice Drinks (Kiwi
Strawberry & Snapple Apple)
Purchase Frequency:
1 time/month
Social Accounts:
Facebook
Opportunities: New West
Coast Market, Motherhood Blogs
1 2 3 4
Target Overview
8. Communication PlanCommunications Goals
Snapple Omni-channel Experience
BUY ENJOY
The Sum of All Interactions
Create a Bold, Distinctive, and Uniquely
Re-invigorating the Heartland:
Increase purchase frequency by reinforcing
and rewarding passionate fans; inspiring
advocacy by embracing and sharing their
Snapple experiences.
Re-introducing in Underdeveloped Markets:
Increase top of mind awareness by igniting existing Snapple
lovers, re-awakening latent positive Snapple perceptions,
and stimulating trial and increased usage through strong
local presence and promotions.
“Reward Me” “Celebrate Me”
“Give Me More Value” “Understand My Needs”
“Make It Easy” “Earn My Trust”
“Be Relevant” “Satisfy Me”
“Engage Me” “Know Me”
“Be There” “Be Consistent”
“Be Real”
CONSIDER PURCHASE
EXP
LORE
RECOMMEND
E
XTEND
U
SE
EXPERIENCENEED
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
7
9. Communication PlanCampaign Strategy
Audience Target smart. Beyond demographics to personas and mindsets.
Incentivizing the consumer by being locally present and
active at purchase decision moments.
Making Snapple part of a cultural language and landscape.
Engaging and mobilizing passionate users with content and
community, as only Snapple could do it.
Awareness
Activation
Advocacy
Be
st Stuff On Ear
thBe
stStuffOnEar
thBe
st Stuff On Ear
thBe
stStuffOnEar
thBe
st Stuff On Ear
thBe
stStuffOnEar
thBe
st Stuff On Ear
thBe
stStuffOnEar
th
The Plan
Tone & Manner
Aggressively Build On
Snapple’s Unique Brand Assets:
Embrace The Sweet Spot That
Only Snapple Can Own:
Celebrate The Unique & Special
Qualities of Snapple Fans:
Discover Your Snapple Side
Drinkingexperience:in(tasteandflavors)and
around (‘pop’ and facts) the glass bottle
Distinctive personality: fun, quirky, playful,
youthful, NYC heritage/attitude
Passionate ‘Snapply’ fan base
• Snapple is more than a brand or beverage -- it’s a mindset
• The refreshingly quirky, youthful, and fun side of you
• Always playful, unforgivingly irreverent, and unexpectedly delightful
• Snapple always evokes an emotional response: a laugh, smile, or wink
• Often accompanied by an altruistic urge to encourge others to...
Snapple and its fans are kindred spirits
The DNA of all communications
1
2
3
“BornInNewYork”tappedintoanemotionaltruthaboutSnapple:
its fandom. We believe it can serve as a springboard for an even
more powerful and all-inclusive campaign.
8
10. The Campaign PlanThe 'Snappling' Big Idea
Our Backstory What is #YourSnappleSide?
Hey, with Snapple there’s
always an interesting twist.
“We are fortunate enough to
have the best fans on earth and
we want them to be front-and-
center in spreading the love of
Snapple around the country.”
Brent Chism,
Director of Marketing, Snapple
We agree Brent. Snapple love is powerful. It
transcends geography and demographics. The
Born In New York campaign ignited a flame
in Snapple lovers everywhere to show and
share that love.
Snapple drinkers are everyday people–well,
almost–living across the country with unique
passions, interests, and ideas that aren’t always
on display. But, when they grab a bottle of
Snapple, open it with a pop, and enjoy what’s
inside, something delightful happens. (Ahh,
the Snapple effect.) Their hidden personas
peekthroughandtheygetintouchwithwhatis
affectionatelycalled“YourSnappleSide.”And
yes, there actually is a definition on Wikipedia.
Latent positive personality traits brought out by experiencing a drink
of the best stuff on earth – Snapple. Characterized by breaking free from
the tethers that define what’s typical and expected. Usually manifested in
spontaneous, unapologetic, quirky moments that bring happiness and a
daily dose of sunshine to oneself and those surrounding. Expressions
of this state range from embracing one’s inner child through finding joy and
amazement in simple things to stepping outside the box with bold expressions
of creativity, inventiveness and inspiration. Sometimes arouses surprise in
others and even oneself. Often accompanied by an altruistic urge to
encourage others to…“Discover Your Snapple Side.”
We Found
This On
Wikipedia
9
11. The Campaign Plan
View Guide
tinyurl.com/ysstheme
View Guide
tinyurl.com/yssvocab
Theme Song Vocabulary GuideWebsite
Snapple is celebrating and supporting #YourSnappleSide with
resources to help fans share and savor their Snapple Side:
YourSnappleSide.com is a
micro-site within Snapple.com. It
is a community where Snapple
lovers discover and share their
Snapple Side.
There’s a handy
#YourSnappleSide
Vocabulary Guide to help fans
make daily language a lot more
Snapstraordinary.
Karaoke #YourSnappleSide
with a theme song inspired
by one of our very first
#YourSnappleSide devotees,
Monty Python, and user
generated content.
The 'Snappling' Big Idea
10
13. The Campaign PlanContent Framework & Strategy
Social - Personalized and Sharable
Mobile - Mobile First and Optimized
Contextual-MediaContext
Local-RetailActivation
Paid
Owned
Earned
Converged
Snapplized
Content
The recommended plans focus on driving consumer experience, engagement and building a
community around one powerful idea….#YourSnappleSide. Our content plan focus is as follows:
12
14. What, Where, HowBroadcast
Television
The Ellen Show promotion features the Snapple
Side of Ellen and her show cast. A one-time,
Snapple exclusive, “Ellen: The Flavor,” will be
created.Twobottleswillbesenttothefirst10,000
viewers that register on YourSnappleSide.com.
Snappleadswillbeplacedontraditionalradioand
digital stations in key local markets, scheduled
aroundSnapplepromotionalcontests,events,and
holidays. Ads will be placed on Spotify, featuring
special #YourSnappleSide playlists and profiles.
We believe it is important to continue to allocate a substantial portion of the budget to TV, but with an
important Snapply twist. Programming context and content will drive the TV strategy by selectively
advertising in/around high visibility Snapply shows that are entertaining, fun, uplifting, and have
buzzworthymomentpotential.Wewillutilizenetwork,cable,syndication,andstreamingdigitalchannels,
scheduled around season premieres/finales, and find opportunities to create custom segments within
shows whenever possible. Sponsored TV show content will be closely monitored for share-worthy
#YourSnappleSide content and featured in videos and posts on Snapple social channels.
The Ellen Show Promotion
Spotify Radio Playlist
Sitcoms - Modern Family, New Girl, Brooklyn 99
Late Night TV - The Tonight Show and The Late Late Show
featuring selective product placement segments
Awards Shows - Always awash in #YourSnappleSide moments
Talent Competition Shows - The judges often have #YourSnappleSide moments
ESPN - Big event scheduling - #YourSnappleSide segments - quirkiest plays, players, fans
Celebrity Shows - Extra, TMZ – #YourSnappleSide celebrity (quirky, fun, good taste)
Whenever possible, Snapple commercials will be choregraphed with programming content. For
example, sitcoms will portray our favorite characters’ #YourSnappleSide, talent competition shows
will showcase singers’ #YourSnappleSide, ESPN will feature sports fans’ #YourSnappleSide, etc.
Watch Our Ads: tinyurl.com/yssvideos
13
15. 14
What, Where, HowOut Of Home
Traditional Media
Digital outdoor will include motion billboards with different rotating #YourSnappleSide
visuals, sensor billboards, facial recognition, and interactive executions. Here is an example
of what our rotating billboards will look like. It will encourage consumers to feed, embellish,
color, and dress up their Snapple Sides!
Out of home media and promotions are vital
to creating local impact and purchase in both
heartlandandnon-heartlandmarkets.Wewill
utilize a mix of traditional outdoor to build
awareness and special digital installations
to generate buzz and video content for social
sites and YouTube.
A motion sensing digital billboard will
track any bypasser and activate our
#YourSnappleSidesong. Itwillreplicatea
shadow screen, where the automated body
on the other side will follow the bypasser’s
movements, masked in a Snapply costume
(large hats, big skirts, etc).
Animate #YourSnappleSide
In partnership with the Dance Dance Revolution arcade
game, this installation will appear in high traffic areas
of cities (i.e. 3rd Street Promenade, Los Angeles and Time
Square, New York City). Players in each city will compete
against each other on live video streaming screens. After
completingagame,eachplayerwillreceiveafreeSnapple
from a dispenser attached to the activation.
Dance #YourSnappleSide
Digital Outdoor
16. What, Where, How
YourSnappleSide.comWebsite
Pinterest
Snapchat
Instagram
SEM/Banners
Digital CriticalYouTube
YourSnappleSide.comWebsite
Pinterest
Snapchat
Instagram
Facebook
SnappleApp
Twitter
Buzzfeed
GoogleCarboard
DigitalDisplays
LocalActivation
SEM/Banners
YouTube
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Be
st Stuff On Ear
thBe
stStuffOnEar
th
digital ads partnerships original content User Engagement Driven
whole
experience
A Snapple Side for Every Screen
We recommend that Snapple significantly increase digital spending
and revamp its approach. Our digital communications plan
employs a diverse mix of content platforms and social media
channels with an emphasis on mobile delivery, visual
content, localization, and storytelling, supported
by SEM. All digital executions will leverage the
#YourSnappleSide selling idea, tailored to
each platform. Snapple will celebrate “Your
Snapple Side” of fans everywhere and
foster a community that encourages
others to discover and share
#YourSnappleSide.
15
17. What, Where, HowDigital Critical
YourSnappleSide.com
The Online Community For Snapple Lovers
YourSnappleSide.com is a micro-site that lives within
snapple.com. It’s a community where Snapple lovers share and
register their Snapple Side either through the website itself or
throughtheirFacebookaccount(withuserpermission,itextracts
basic information from FB). Fans will be able to fill out their
Snapple Side bio, which makes them eligible for a very Snapply
opportunity. TheSnappliestuserbioswillbeselectedandcustom
videos will be made about their “Snapple Side” personas to be
featuredinSnapple’svideochannelsandcommercials.Inaddition
to unique content made specifically for the website, there will
be videos embedded from our YouTube account.
16
It is important that Snapple
provides its community with
the opportunity to satisfy and
express their giving side. The
Dr. Pepper/Snapple Group
already supports an outstanding
NGO - Good Sports, where
they provide kids in need with
sports equipment, apparel, and footwear. By downloading the
#YourSnappleSide app or registering on the site, Snapple will make
donations to Good Sports and help kids “let out their sports side.”
Registering an account on
YourSnappleSide.com enters
fans into the Snapple Rewards
Club and gives access to
promotions, coupons, and
engaging content, such as the
photo slider generator. Fans
upload two photos that show
their transformation from their un-snapply self to their “Snapple
Side” self. You can directly share, pin, and tweet this slider onto your
various social media accounts with the hashtag #YourSnappleSide
or #SnappleSideSunday.
Snapple Rewards Club
Giving Back
18. What, Where, HowDigital Critical
Snapplized & Virtualized
The Snapple brand is uniquely suited to incorporate VR/AR into its communications
program. We recommend using customized Google cardboard devices as promotional
vehicles, which invite consumers to “Virtualize #YourSnappleSide.” Furthermore, we
will partner with app developers to offer free apps that are appropriately...well Snapply.
In tandem to that, we will give away 50,000 Snapplized Google Cardboards spread across
different partnerships (don’t worry, we’ll get them wholesale!). All that needs to be
virtualized by consumers is registering at YourSnappleSide.com! This will result in the
50K lucky consumer’s social media pages being flooded with happy photos and stories
about virtualized Snapply experiences.
Silent Disco - Exclusive Video
Relive the party through the Silent Events App
Unbox Therapy - Giveaway
YouTube influencer with 4,000,000+ followers
US Weekly - Celebrity Snapple Side Poll
Virtualized celeb moments of the week
Daybrreaker - Early Morning Rave
Relive the early morning rave virtually before work
Snapply Cardboard Partners
The soon to be famous custom Snapp-moji dashboard will
enable users to express their Snapple Side to friends and
family. To further enhance our users’ Snapple Side, the app will
act as a platform to send out push notifications with special
offers, coupons, and Snapple Facts based on location. The
#YourSnappleSide App will give fans exclusive scoops on
pop-up events, such as Silent Discos and Daybreaker raves.
#YourSnappleSide App
The Mobile Hub For All Things Snapply
17
19. Suggested Keywords
tea, teas, drinks, juice, Arizona,
Lipton, Snapple, facts, glass bottles,
cool caps, Do It Yourself, projects,
DIY, quirky, fun, funny, passionate,
Monty Python, rewards, giveaway,
best stuff on earth
Snappleappearstobeweakonkeywordspending
in search marketing. We believe this can be a
fertile investment area for Snapple in support of
#YourSnappleSide awareness building programs
and local activation. The following are some
suggested keywords.
What, Where, HowDigital Critical
Ariticles
An example of a Snapply
article would be “10 Insanely
Awesome DIY Projects Using
Snapple Bottles,” which
wouldfeatureSnapplelovers’
artistic talents and would
also include a link to their
Snapple Side gallery page.
Search - Get In The Game
brand # of adword keywords
lipton tea 2.1k
fuze 1.3k
dr. pepper snapple group 74
snapple 24
sweet leaf tea 16
neastea 0
pure leaf ice tea 0
Buzzfeed - A Perfect Partner
#YourSnappleSide Quiz
All Buzzfeed users (Snapple
drinkers and nondrinkers) can
take this Snapply quiz, in which
Buzzfeed will give the user a
tailored “Your Snapple Side”
persona based on their answers.
Then they can share their results
on Facebook or Twitter!
Partner Collaborations
To impact a large fan base, like the
quirky ‘Try Guys,’ Snapple could
be incorporated into their videos,
such as a blindfolded taste test
or guessing the Snapple flavor.
Partnering with ‘Tasty’ videos
could incorporate Snapple for
desserts or entirely new dishes.
Digital Banner Ads & Magazines
Snapple will utilize exuberently designed, eye-catching digital banner ads. Placement on prominent
websites for Snapple’s target market will ensure an increase in interest, recognition, and traffic for
YourSnappleSide.com. Additionally, we will schedule digital ads in online magazines, websites, and
blogs that index high for our target audience, specifically targetting online "gamer" media (ie. GAMbIT
magazine, The Escapist, IGN), People, ESPN, US Weekly, and Cosmopolitan.
18
20. What, Where, How
19
We monitored and tracked the social activity of Snapple and its competitors to identify opportunities for improvement and
new strategies. Snapple is definitely present, but not fully capitalizing on its digital potential. Snapple is the leader or above
average in followers on most of its key platforms (ie. Facebook Twitter) but falls short in engagement and interactions.
Social Essentials
Social Audience/Followers (Above Average)
Social Media Analytics – Snapple Vs. Competitors
Rival iQ – Latest 6 Months
Snapple
Landscape Average
Snapple
Landscape Average
Snapple
Landscape Average
Social Activity (Below Average)
Social Engagement (Below Average)
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Twitter
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Facebook
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Instagram
Be
st Stuff On Ear
thBe
stStuffOnEar
th
YouTube
Be
st Stuff On Ear
thBe
stStuffOnEar
th
Pinterest
3.6m
2.4m
75
90
18k
35k
We believe Snapple needs to be more strategic by moving beyond the bottle and
integrating engaging, user-focused content across all of its social channels.
21. What, Where, HowSocial Essentials
This promotion aims to leverage our 3.5 million Facebook
followers with buzz worthy engagement and rewards. Your
next Snapple’s on us! From March through May, obviously
leading into the peak season for RTD teas - summer, we will
deliver digital coupons for 1 million bottles of Snapple. It’s
so easy...
As an added bonus, users that upload 2 photos to express
their normal side and Snapple Side (animated via
photo slider) are entered into a contest where the best
“transformation” wins a personalized #YourSnappleSide
video. It will also include an option to donate the coupon
amount to our selected charity, Good Sports.
Holiday Up #YourSnappleSide
Facebook - A Sleeping Giant
Another fun Facebook application is bringing in Snapply
language to everyday interactions. Rather than the
traditional “Like” button, Facebook users will be able to
give a “Snap” reaction to their friends’ photos, videos, etc.
Throughout the year we will “eventize” all social
media channels with fun posts and mini-promotions
around Snapply holidays (Love #YourSnappleSide on
Valentine’s Day, Prank #YourSnappleSide on April Fools’
Day, Salute #YourSnappleSide on July 4th, Frighten
#YourSnappleSide on Halloween, etc).
Million Bottle SnappleGANZA
20
Our 3.5 million fans provide a powerful platform to leverage sharing and user-generated
content. Facebook Live Events will feature unique, quirky events taking place on college
campuses, such as an underwater hockey tournament or a basketball game played atop
of donkeys. These events target college-aged millennials and will be promoted on social
channels through custom profile/cover photos and live-streaming via Facebook Live.
22. Snapple leads the category in followers, but
engagement rates are not where they should or
could be. We recommend using Twitter as the
Snapple newsroom and purveyor of Snapply
cultural “moments” content.
This will be done by linking our Twitter
feed closely to our television/programming
schedules and celebrating and curating the
#YourSnappleSide of entertainment, sports,
and celebrity - explicitly showing people at their
Snapply best!
Leading In Followers.
Lagging In Engagement.
What, Where, HowSocial Essentials
Unfortunately, we have fewer followers and engagement than our competitors - FOR NOW. Snapple
needs to up its game and grow to reach the brand’s fun, energetic, and quirky personality potential.
Snapple must create more content for its Instagram page - beyond the focus of Snapple bottles and
Snapple facts. Snapple should “humanize” the brand through Instagram with lifestyle photos of people
(even Snapple employees!) who are proud to share their Snapple Side.
Snapple should implement a contest, which allows
our fans to release and share their Snapple Side.
Instead of “Transformation Tuesday,” we’ll own “Your
SnappleSideSunday,” where fans can showcase their
Snapple Side...on Sunday...and begin their journey as a
contributing part of the Snapple Instagram community.
Fans will post 2 photos: one representing life without
Snapple and the other to showcase how their Snapple
Side comes out with just a pop and a sip of Snapple.
The best transformation will win and prizes will vary.
Your SnappleSideSunday Tipsy Bartender Partnership
We also suggest that Snapple collaborate
with Instagram pages that have an already
established Snapply-ish followings. For
example, combining the forces of the “Tipsy
Bartender,” (who promotes all brands used
to its 1.6 million followers) to create Snapple
inspired mixed drinks could be a great start.
Snapple is an iconic brand and partnering
with other like-minded brands can deliver
a powerful presence.
Instagram - What Are We Waiting ForTwitter
21
23. What, Where, HowSocial Essentials
Rather than showing typical 30 second ads that
get skipped, Snapple’s YouTube will be more
interactive. We will showcase our Snapply
side through the Snapple persona videos and
engaging the viewer in a Snapple adventure,
where the user is led to different places through
selecting different content. Pre-roll ads will be
unskippable and use Snapple caps and facts
(‘popping’ open the bottle or guessing a false
Snapple fact) as a Snapply “skip this ad” device.
Snapple isn’t present on Pinterest, but our fans
are!Snapplehasanopportunitytocuratethebest
Snapple DIY content from other boards under
the #YourSnappleSide umbrella and build a
Pinterest community around it. Embedding a
Pinterest widget on our website will also show
our large fan base that a Snapply new Pinterest
is available for browsing.
Pinterest - Participate & Curate
YouTube - Time To Get Active
It’s in the name! Snap-chat is a necessary, new platform
for us to Snapplize. Our presence and promotions will
inspire users to “Snap” #YourSnappleSide.
A Snapple-specific mask filter will utilize Snapchat’s
new lens feature. The filter will cover your face with the
Snapple Sun, while Snapple bottles circle around you
like birds! As an added surprise, when you open your
mouth, Snapple Facts pop out. Snapple lenses generate
substantial usage and strong engagement.
Snapchat geofilters will allow users to customize their
snaps with location-based Snapple Facts.
ToreapfullbenefitsfromSnapchat,Snapplemustcreate
its own account - as only Snapple can. We can post
custom, always quirky, Snapple-related content, such
as behind the scenes footage and new flavor reveals.
The account will also currate and share user-generated
content from saved pictures/videos of Snapchat users–
we’ll make sure they’re PG!
Snapchat - Go Big, Not Home
Snapple will pop up as a potential match
for Tinder users around selected Snapple
distribution points. If a Tinder user is lucky
enough, a match will be made with a swipe
right! Snapple will then send a sweet opening
line and a coupon that links with our website.
Then users can continue to engage with
website content.
Tinder - Participate & Curate
22
24. An important part of Snapple’s
NYC heritage is local hand-
to-hand selling from vending
pushcarts. We recommend
taking that further by
mobilizing today’s version of
the pushcart – Food Trucks –
as vehicles (so sorry about that
fantastic pun) to activate and
satisfythe#YourSnappleSide
of consumers on the street.
We will partner with the
Association of Food Trucks to select appropriate
trucks in our selected markets, ensure they carry
Snapple, provide them with beacons, and wrap
their trucks with Snapply messaging. Beacons will
activate push notifications with Snapple messaging
and offers to keep Snapple top of mind, along with
Snapply mobilized billboards rolling 24/7.
What, Where, HowLocal Purchase Activation
Push Notifications - From 9 to 10 & 1 to 3Snapply Activation - On Wheels
Thekeytoachievingincreasedpurchasefrequencygoalsinboth
heartland and non-heartland markets requires an aggressive
local activation program. Snapple must be actively present in
order to add value at our consumer’s key consideration and
purchase moments. Therefore, we recommend geo-location
driven programs in identified key markets delivered around
peak consumption periods.
23
We propose using centralized mobile ad serving platforms (i.e. Local
ID) and beacons to deliver push notifications directly to consumer’s
fingertips. This approach will saturate the digital environments
around cold and warm distribution points (retail outlets/partners,
convenience stores, etc), as well as other selected locations (venues,
events, arenas, etc) with contextual, timely, hyper-local promotional
content, coupons, and offers.
25. What, Where, HowMeasurements
Based on the campaign results from the last fiscal year, our recommended program is designed to track ROI and
ROE by targeting the following three sections in all 15 key markets nationally, with the objective to:
Increase sales in both heartland
and non-heartland markets
We will measure the increase in average
purchase frequency: 9 to 10 in heartland
and 1 to 3 in non-heartland.
Measured by:
· Nielsen and other sales tracking resources
· Post-launch sales compared to previous year
totals (both by market and nationally)
· Monitoring all digital coupon redemption
to gain market share data
Significantly raise top-of-mind awareness
in non-heartland markets
We aim to measure increase of Snapple awarness
in consumer RTD tea consideration set (by 5%
heartland and 30% non-heartland markets).
Measured by:
· Pre-/post-campaign awareness/attitude
surveys to measure consumer perception
· Augmented samples from key market
segments to measure consumer awareness
of #YourSnappleSide Campaign
· Pre-/post-campaign focus groups
· Select non-heartland markets to probe
for more understanding about brand
perception/personality vs. competitors
Build a community of engaged
brand advocates
We will increase and deepen consumer
engagement across all owned media
and integrate Snapple into the cultural
conversations in the lives of our consumers.
Measured by:
· Google Analytics: website traffic, usage
and website registration/profile postings,
increase SEM program effect
· Rival iQ, Sprinklr, Sprout Social:
consumer engagement and facilitate
real time conversations
24
Be
stStuff OnEar
thBe
stStuffOnEar
th
Engagement
Be
stStuff OnEar
thBe
stStuffOnEar
th
Brand
Be
stStuff OnEar
thBe
stStuffOnEar
th
Sales
26. January
February
March
April
May
June
July
August
September
October
November
December
Television
Live Events
Late Night Shows
Other Tv Ads
Radio & Outdoor
Spotify 12 Month
Traditional Radio
Billboards
Digital
Snapchat
YouTube and Hulu
Emoji Dashboard
Blippar
App
Google Cardboard
Social Media
Promotions
Coupons/Offers
Contents & Sweepstakes
Cardboard & Gear
Local Activation
Mobile Push Notifications
Food Trucks
Retail Partnerships
Venue/Event Activations
What, Where, HowMedia Strategy
The recommended plan utilizes a diverse mix of paid, owned, and earned media, supplemented with
targeted experiential, promotional, and partnership programs. The plan schedules activity for 12 months,
with heavy-ups in the peak summer selling months and special promotional events and programs.
Our plan allocates heavy-up media expenditures to 15 MSA’s across heartland (3) and non-heartland (12). Utilizing MRI and
industry data, non-heartland locations (representing ≈25% of US population) were selected with specific criteria: strong
category development, current BDI potential, Snapple distribution strength, and out-of-home presence potential.
January
February
March
April
May
June
July
August
September
October
November
December
Television
Live Events
Late Night Shows
Other Tv Ads
Radio & Outdoor
Spotify 12 Month
Traditional Radio
Billboards
Digital
Snapchat
YouTube and Hulu
Emoji Dashboard
Blippar
App
Google Cardboard
Social Media
Promotions
Coupons/Offers
Contents & Sweepstakes
Cardboard & Gear
Local Activation
Mobile Push Notifications
Food Trucks
Retail Partnerships
Venue/Event Activations
Seattle
Portland
San Francisco
Los Angeles
Chicago
Indianapolis Columbus
Detroit
Boston
Miami
Dallas
Milwaukee New York
Philadelphia
25
Houston
27. What, Where, HowBudget Breakdown
In addition to a strong national coverage in television, Snapple’s spending strategy has been crafted to: deliver greater
presence in strategic non-heartland markets, create a local market activation impact, increase digital spending across
key platforms/social channels, and target the use of promotions and partnerships. Budget allocations are as follows:
Fees 10%
Production 10%
Promo 6%
Radio & Outdoor 2%
TV 44%
Contingency 1%
Digitial Radio & Outdoor 1%
Local Activation 5%
Digitial Ads 20%
26
CATEGORY $ (IN MILLIONS)
Digital 14.0
Digital Ads 10.3
Local Activation 2.6
Digital Radio & Outdoor 0.6
Contingency 0.5
Traditional 23.2
Radio & Outdoor 1.2
TV 22.0
Promo 2.8
Production 5.0
Fees 5.0
Total 50.0
28. What, Where, How
Ar AAF Resources
Ad Mall- Experian- HitWise- Nielsen- SRDS-Ad Spender
Secondary Resources
Statista
ComScore
MR! 2015
Horizon Media Millennial Segmentation Study, 2014
Nielsen 2014 Millennial Report
USDA Pizza Report, 2014
Millennials - Breaking the Myths, 2014
Content Marketing: Best Practices Among Millennials, 2014
The Digital Consumer, 2015
Understanding the Millennials: SDL Customer Research
Report, 2014
Digital Women Influencers: Millennial Moms, 2014
Fast Facts, 2014
College Students Own an Average of Seven Tech Devices, 2014
Where the Millennials Are, 2011
The Mobilization Of The American Mom, 2014
Marketing to Millennials: Four Distinct Segments, 2013
Mobile Path to Purchase, 2014
Resources & Citations
AAF Resources & Secondary Resources
1. Millennials - Breaking the Myths. (2014). Nielsen.
2. Fromm, J., Lindell, C., & Decker, L. (2011). American
Millennials: Deciphering the Enigma Generation.
Barkley US.
3. The 2014 Loyalty Report US Edition. (2014, January 1).
4. Understanding Global Millennials: An SDL Customer
Research Report. (2014). SDL.
5. Intrepid Millennial Explorers: Changing the Face of
Modern Consumerism. (2014). A Millennial Central Report.
6. 2014 Mobile Behavior Report. (2014, January 1).
7. Mobile Path to Purchase. (2014, January 1).
8. Content Marketing: Best Practices Among Millennials.
(2014). Yahoo Advertising.
9. Marketing to Millennials (AWG)
10. Industrial Research Institute
11. “The World of Digital Moms” - PunchBowl
12. Millennials & Functional Beverages - FONA
13. Smart Insights - Havas
14. Millennials - Forbes
Works Cited
27
29. What, Where, HowCredits
28
Faculty Advisor
Alexandra Friedl
Courtney Walters
Consumer Insights
Nina Miller (Director)
Giulia Haley
Jennifer Okoye
Melissa Pappas
Shilpa Nagesh
Stanley Acoy
Yee-Lum Mak
Creative
Abigail Napoli (Director)
Juliana Yeh (Director)
Ian Parker
Lauren Wong
Brianna Gabriel
Michaela Badagliacca
Nadine Watar
Rebecca Sun
Hank Wasiak
Account Coordinators
Digital
Tara Lio (Director)
Arpine Dokuzyan
Deborah Ashley Halimi
Ryan Kennedy
Vanessa Chun
Claire Mirsky (Director)
Jonathan Fudem (Director)
Hallie Martin
Jacqueline Thomas
Katherine Vuong
Olivia Taylor-Butler
Rachel Hall
Pitch Creative
POEM
Jai Sidhu (Director)
Amy Xia
Christine Davey
Natasha Fletes
Rose Lurey
Victoria Simons
Wei-Yun Hu
