We live in a world full of seriousness. Fakeness.
Pretentiousness. Trying-too-hard-ness. It's full of wearing
yoga pants but not doing yoga, of lifestyle brands, craft beer
connoisseurs and perfect instagram feeds.
We call this the stuffy stuff.
And people don’t like that stuff.
So it’s a good thing Snapple’s pretty much the opposite.
It’s not the healthy stuff, it’s not the antioxidant stuff, and it’s not
the this-will-change-your-life stuff.
snapple is playful. it's quirky.
and it never, ever takes itself too seriously.
stuff in this book.
Target Market 2
Brand Postioning 6
Creative Concept 7
Media Map 8
Creative Execution 10
stuff to accomplish
Snapple needs to be more relevant
here than ever. We need to get those
people who are drinking Snapple 9x a
year to drink it 10x.
People who drink
People who don't drink
as much snapple
These people need to try Snapple, whether it’s for the
first time ever or the first time in a while. We need to
get the people who are drinking Snapple 1x per year
to drink it 3x.
Snapple asked us to create an integrated marketing campaign that increased
total Snapple volume sold, targeting Snapple’s “Heartland” and non-heartland
through different tactics.
People aren’t talking about Snapple anymore, but
when triggered, they remember. They just don’t
remember off the top of their heads.
When they are reminded, whether by taste or
through the mention of its name, the good stuff
from Snapple’s past comes through:
stuff... ...but they also
when blindly asked
to name three tea
Snapple is stuck in
"It’s not always
there. I don’t
hear from or see
"Wow, I really
taste test quo
“Oh, right. I
al survey fact"
see snapple as a
"Real interview fac
listed Snapple when
blindly asked to
name three juice
Snapple used to be one of the cool kids in the drink aisle,
with a fun, quirky personality that came across both in
pop culture and on the shelf. From the legendary Snapple
Lady and “You Win Nothing!” campaign of the 1990’s,
to the “Better Stuff” campaign of the 2000’s, Snapple
has made some pretty iconic stuff. But in recent years,
Snapple has lost sight of itself. Across all of our research,
the findings were pretty much the same:
stuff WE LEARNED
Surveys surveys were sent to 424
participants, randomly assigning
people to one of two strategic
concepts and gauging their
perceptions of Snapple.
Interview We interviewed 79 people to
gauge their opinions and awareness of
Taste Test We conducted a four part
taste test between Snapple and its
closest competitor, Arizona Iced Tea.
Participants tasted tea and juice from
both brands in both blind and known
Focus Groups Two concept testing
focus groups were conducted to
determine the best creative direction
A closer look at
the brand, its
what's really going on
Snapple is supposed to be the quirky drink, but its
recent marketing efforts don’t reflect that. Social media
presence is lacking, and the recent #LoveSnapple
campaign did little to further its brand identity.
Searching online for Snapple shows articles like “How
Snapple Became the Myspace of Drinks”, and tweets
criticizing the #LoveSnapple campaign.
Snapple needs new stuff=
the changing drink landscape
As people have begun to pay more attention
to what’s in their drinks, the standard for what’s
good has shifted, too. Though Snapple’s sales
have remained steady, healthier, “tea-forward”
newcomers are growing rapidly. And today,
Snapple’s competitors include more than just other
ready-to-drink tea and juice brands--anything
from antioxidant water to kale smoothies are in the
Snapple has designated America’s northeast as its
“Heartland”. We think this needs to be redifined. It
isn’t the real Heartland of the USA, and there can’t
be one common thread between the people in
those seven states that says they’re more likely to
like Snapple than anyone else. By favoring them,
Snapple is missing out on a larger audience and
alienating people outside the northeast.
Focusing on the "Heartland"
Snapple makes some good stuff, and people like it. But
a quick internet search for “is Snapple made from the
best stuff on earth?” shows that people don’t think this
is true We live in a health-conscious world where a bold
statement like that won’t go unchallenged, and Snapple
needs to adjust. It really isn’t that healthy. Any brand
can argue that they’re the best stuff, and Snapple is too
unique to be what other brands can be.
"MAde from the best stuff on earth"
A walk down the beverage aisle reveals a lot of brands
are trying to be more than what they really are. They’re
shouting about uber-healthy medicinal properities, using
“artsy” packaging, and trying to inspire people with quotes
and other stuff.
In the midst of all this, Snapple is the unstuffy brand.
It’s not doing that. And by owning this “untrendiness”,
Snapple can turn its supposed weaknesses into its
Other brands try to push a lifestyle, and people are getting
tired of it. Snapple is the drink that doesn’t try to be more
than that. It’s just a drink for people who drink stuff.
When did a
Flavor Description is
#1 deciding factor in
"Real survey fact"#2
agreed Snapple is a
refreshing break from
the boring, serious
stuff in life.
"Real survey fact"#4
"Real survey fact"#3
brand personality is
#2 deciding factor in
of consumers ages 18-49
think the label
"organic" is an excuse to
eal supporting fact"#
eal supporting fact"#
of internet users listed
honesty as one of most
important traits for
a brand to have
the unstuffy stuff
*Snapple's case study named the target consumer as people ages 18-49, with a bullseye target of 30. However, their
attitude is the important stuff. This idea has the potential to reach all those people, but this is who Snapple should be talking to.
Snapple drinkers don’t want to be segmented
into categories like “millennials” or “health-
conscious moms”. They don’t want a brand to
define who they are, and they don’t want to buy
They just want a drink.
Regardless of age or demographic*, these
people appreciate authenticity and don’t take
life too seriously. And when a brand tries too
hard, they notice.
Snapple’s fans have always been the playful,
don’t-take-yourself-too-seriously type, and this
is true now more than ever. Research showed
the same people who agreed Snapple is a
refreshing break from the boring also indicated
that they were creative and unconventional. By
emphasizing its unique authenticity, Snapple
will be able to give these people the break
they’re craving (both literally and figuratively).
I take a glance at the
nutritional facts of what I’m
eating and drinking, but
I don’t always take it into
I notice when a brand is
desperately trying to sell to
I can see Snapple as being
brand that encourages the
world to lighten up.
The most important stuff from
our focus groups:
for people who
This is what people told us during focus
groups, in which we tested two creative
directions for Snapple:
The people we're talking to are tired of try-hard lifestyle
brands. Snapple needs to let them know it rallies around one
not being too serious.
Rather than using marketing jargon, Snapple’s just gonna say what
it thinks in the most playful way possible. Let people know that with
all the stuffy stuff out there, Snapple needs to remind the world to...
Snap out of it.
shows snapple isn't
trying too hard.
Real creative fact"#
Snapple uses a
playful, quirky, and
"Real creative fact"#
light, upbeat colors
speak to snapple's
Real creative fact"#
With the Snap Out of It campaign,
Snapple is snapping out of magazine
ads and commonplace marketing tactics.
Instead of forcing its way into pop culture
the way other brands do, Snapple will sit
on the sidelines of trendiness, tossing
in playful social commentary that gives
observers of “stuffiness” a laugh and
culprits a self-aware chuckle.
In addition to Snap Out Of It promotions
that will run all year, Snapple will play
off of high profile media events in which
certain aspects are taken too
seriously. During these events,
Snapple will stand out amongst the
other brands, going where people
don’t expect it to be and advertising
in a way that typical brands
Our media objectives will be to:
1. Increase brand preference in both
the heartland the nonheartland through
interactive and engaging advertisements
2. Use engaging advertisements such as
the giveaways to increase Snapple as a
top of mind beverage
3. Reestablish Snapple as a fun and
quirky brand through our creative
Snap out of traditional
The Snap Out Of It campaign will put Snapple back on peoples’ maps. Each
element of the campaign will connect, meaning that whether people catch Snapple
during the “Try Snapple”, “See/Hear Snapple”, or “Share Snapple” part of the
campaign journey, everything will lead back to buying a Snapple. Using both
traditional and non-traditional mediums to accomodate its large audience, Snapple’s
focus will be on creating content in places that start conversations about stuffiness.
The campaign features traditional
and non-traditional mediums that
make Snapple accessible, ultimately
driving them to in-store purchases.
When selecting mediums dealing
with transportation, placements
were decided based on the
ridership and accessibility of public
transportation in each city.
We picked these cities based on
population size and Snapple drinker
habits gathered from MRI Data.
We picked these cities based on
population size and current Snapple
drinker data gathered from MRI.
SDRS data provided information
on the psychographics of people
in each area and further aided in
Where we're snapping out of it
There’s no need for Snapple to speak
to the heartland differently than the
non-heartland. We traveled to NYC,
Snapple’s hometown, and found Snapple
everywhere. But after talking to New
Yorkers, we also found that the primary
reason for its popularity there is the
simple fact that it’s more accessible.
Heartland or non-Heartland, people who
just want a good drink don’t need to be
divided. The distinction in how Snapple
targets them will instead be in its media
tactics and placements.
This campaign features traditional and
non-traditional mediums that make
Snapple accessible, ultimately driving
them to in-store purchases. Cities were
chosen based on their population and a
blend of information from MRI and SDRS.
When selecting media dealing with
transportation, placements were decided
based on ridership and the accessibility
of public transportation in each city.
To address seasonality,the heartland will
feature 50/50 tea and juice beverages
in their advertisments depending on the
season, while non-heartland will feature
more tea as it is the favored beverage.
Snap out of it
Billboards provide a means for Snapple to reinforce the its
message throughout the duration of the campaign. Their visibility
and the large number of people they have the potential to reach
will help Snapple make strides toward becoming top-of-mind. This
billboard features one of Snapple’s seasonal flavors, Fall Spice
Tea, and plays on Starbucks’ oft-instagrammed Pumpkin Spice
The messages on Snapple’s bus shelter
placements will be aligned with the shelter’s
surroundings. The example on the left will be
placed near gas stations, which are a popular
place to purchase drinks. The message pokes
fun at brands that show unrealistic images in
their ads while positioning Snapple as the down-
taxi (NYC only),
ferry (NYC only),
Snap out of
stuff.Snap out of
During the summer months, Snapple will be featuring limited time,
removable “I Snapped Out of It” stickers on each of its bottles. The
stickers will act as an in-store activation nationwide, giving incentive
to buy a Snapple and building awareness for the campaign at the
hands of the people drinking it.
As part of the #SnapOutOfIt social media campaign, Snapple will
ask people to share selfies of themselves “snapping out of it” or
doing something funny while wearing the sticker. The best photos
will be shared weekly on Snapple’s website and social media.
During the summer months that the “I Snapped Out of It” stickers are
offered, Snapple will also implement Snap-polls. These interactive
boards will act as an outlet for Snapple to poke playful fun at a
variety of serious topics throughout the summer, asking people to
vote using the “I Snapped Out Of It” stickers from their Snapple
Snap-polls are heartland-only tactics, and will be placed in public
areas throughout the major cities in the region, such as subways in
NYC. As the number of people placing stickers grows, so will the
attention Snapple receives and the incentive to grab a Snapple and
"I Snapped Out OF It" stickers
This is a heart-land only tactic that will reinforce
Snapple’s already- strong brand presence in the
region. People in Snapple’s heartland need to
be made aware of Snapple new campaign and
convinced to keep on buying a lot of Snapple.
store floor decals
LCD transparent store fridges
Research showed that buying a
drink is a spontaneous decision,
meaning that brand recall and
grabbing attention in the store
aisle is critical. When we spoke
to New Yorkers about why they
think Snapple is so popular
in their city, they thought in
particular the many branded
fridges in the area had a lot to do
Placing LCD transparent fridges
in grocery stores throughout the
United States will catch peoples’
eyes in the moment that they’re
deciding to buy, and will do it
in a Snapply way. The fridge’s
animated door will feature the
words “Snapple Juice Cleanse”
with a showerhead spraying Kiwi
Strawberry Snapple-- a quirky
contrast to the images shoppers
normally see associated with
stuffSnap out of
stuffSnap out of
Facebook, Instagram, Tumblr, Youtube,
The #snapoutofit social media campaign will run all year
long, with interactions being tailored throughout the year
to the media blitzes. We’re asking people to share things
they believe need to snap out of it--whether it’s a new
trend or a funny comment they overhear on their morning
commute. The hashtag will also be integrated into
various Snap Out Of It executions throughout the year.
To integrate the digital and traditional aspects of the campaign,
Snapple’s webpage will take the “Snap-polls” digital. Select
#Snapoutofit photos that are posted by users during this time will
be pitted against one another in online brackets that mimic the
interactive versions, asking people to instead vote with their likes.
This will ultimately provide incentive for people to interact with our
stuffSnap out of
branded online content
social media video
Snapple’s going after fun, unconventional
people who can get a laugh out of poking
fun at the world. Platforms like Buzzfeed and
Tumblr cater to this audience and provide
an opportunity for Snapple to seamlessly
interact with and entertain them. Snapple will
push out occasional Buzzfeed posts such
as this one titled “11 People That Need to
Snap Out Of It,” focusing on topics that are
relevant to its target audience’s lives.
Snapple will regularly post fun Snap Out Of It videos on its social media pages. In
this Instagram video, Snapple creates a spoof of “typical” beverage photoshoots.
Super Bowl advertising is an expensive
American spectacle that every brand
strives to participate in. To set itself apart
from the pack, Snapple needs to use
the Super Bowl platform in a completely
unique, Snapply way...such as by spending
that money on giving Snapple away for free
With the Free Snapple giveaway, Snapple
will break away from the pretentiousness
of multi-million dollar commercials that
attempt to sell a product, and instead put
theirs directly into peoples’ hands.
Giving away free Snapples means
automatic trial of the product, which
is crucial in getting those people
who aren’t really drinking Snapple to
consider it again.
It will also provide a "thank you" to our
current drinkers, and a reminder of why
they love it to any fans who've strayed
Many brands will be competing for attention
on the Super Bowl’s screen, so we decided
to take Snapple to the Super Bowl’s
streets. The 2017 Superbowl is set to take
place in Houston, Texas, and Snapple will
be sending in a Street Team to hand out
free Snapple during the week of the game.
The Street Team will be covering the city
looking for people who embody “Snapping
Out Of It”, whether in a big or small way,
and brightening their day with a Snapple.
Snapple will announce its presence through
local radio as well as targeted bus ads
Street Team giveaway
of dollars for
one commercialSnap out of
The Free Snapple
giveaway will extend to
people everywhere by
means of a mobile coupon.
The mobile coupon will also
help to boost Snapple’s
weak social media
following, by asking people
to like Snapple’s Instagram,
Twitter or Facebook page
in order to receive the code
for the coupon.
To prevent one person
from receiving more than
one free Snapple coupon,
a stipulation will be put
in place that tracks the
person’s mobile phone number across social media platforms. Gaining likes is especially crucial at this point in the Snap
Out Of It campaign, as an increase in followers here will mean more people to interact with when Snapple begins to push
out its new content.
Providing the free snapple coupons in mobile will also allow us to track the people who actually download and use it.
Snapple will not only know who the person is, but also where they’re located and where they got their free Snapple.
This will be key in helping Snapple make smarter advertising decisions in the future, and continue to push those who try
Snapple down the funnel towards Snapple fandom.
2.text snapplelike snapple1. 3. pay with phone
Snap out of
of dollars for
of dollars for
one commercialSnap out of
The three billboards will work
as a complimentary medium to
the already digital content out
there promoting the free Snapple
giveaway. Since the billboards will
be placed on a fast moving highway,
using three in a row will grab the
attention of drivers as they drive by
ideally driving them to an in-store
purchase. The message points
out how ridiculously expensive
Super Bowl spots are and brings
awareness to how Snapple is doing
the exact opposite by just giving out
their product for free.
New Yorkers are on the move, and Snapple needs to
catch them during one of the rare moments they’re
sitting still. As a heartland-only tactic, we plan to
promote the Free Snapple Super bowl Giveaway
in ads shown on the digital payment screens on
backseats of taxi.
The Free Snapple giveaway will be promoted across all of Snapple’s social
channels through both paid and owned channels, allowing Snapple to reach
a large audience. Mobile users who see the giveaway promoted on social
media will be only a click away from receiving their coupon.
Other executions Twitter, Instagram, Buzzfeed,
radio, PPC, display.
of dollars for
one commercialSnap out of
Snap out of
flower crowns and
pretending to know
what band is playing
Coachella has widely become a pinnacle
of pretentiousness with its crazy clothes,
bizarre bands, remote locations, and
absurd prices. The kids of Coachella are
well-known on Instagram and are unafraid
to share their temporary “bohemian”
sense of style. Because of its social media
prevalence, playing off of Coachella will
give Snapple a podium.
Snapple will hit all major forms of social
media during Coachella, utilizing
Buzzfeed, Instagram, Facebook,
Snapchat, Bloggers, and its online Snap-
Polls. With Facebook as its main source of
content, Snapple will share its other forms
of media and ask users to share how they
wish festival-goers would Snap Out Of It.
Twitter, Snapchat, Buzzfeed.
This billboard will unite
people who aren’t going
to Coachella, who are
annoyed by the traffic jams
caused by festival goers,
and the overall chaos the
festival brings to their area.
snap out of scripted answers and
Snapple is on the hunt for the
next Miss (or Mr.) Snapple.
The criteria for the candidate
is as follows: they have to be
incredibly, remarkably normal.
Snapple’s pageant will take
place during the Miss America
pageant in September 2017,
and will offer the winner the
opportunity to star in Snapple’s
next commercial. The contest
will feature “talent sections”
and questions that are the
opposite of the manufactured
ones presented in the real
competition. Snapple is a
brand that’s down-to-earth and
quirky, and unlike other brands,
it concentrates on real people
as its inspiration.
National Tea Day
National Dog Show
Victoria’s Secret Fashion Show
Other stuff Snapple Will call out:
Black Friday Deals
Taxi, ferry, billboards,
Snapchat, radio, PPC,
advertisingSnap out of
These display ads will be shown during their respective campaigns directing people to
both the website and social pages.
PPC ads like this one will have a clear call to action and will let Snapple’s audience
know exactly what they need to do to get their free Snapple. Content from the Snap
Out Of It campaign will drive them to our website to participate in various snap-polls
as well as see user-generated social content.
PPC and Display ads will allow Snapple
to track and target the exact audience
its trying to reach. The PPC will act a
driver to our online site as well as our
social media to give our consumers more
information on the campaigns we are
running and Snapple give-aways. We will
be bidding on terms such as “Snapple”
“Snapple Give Away”,”Snapple Video
The Display ads will be shown on sites
we know our audience uses from MRI
data as well as analytics from Google.
This will allow our ad to show on sites that
are similar to our content and remind our
users of the campaign we are currently
running. Ideally, we will then be able to
boost our online presence.
PPC and Display
• Instagram: There are 300 million plus monthly active users on Instagram.
Ad recall from sponsored posts on Instagram is 2.8 times higher than
Nielsen’s norms for online advertising. 60% of Instagrammers say they
learn about products on Instagram. 75% take action after being inspired
by an Instagram post.
• Twitter: According to Twitter, Promoted Trends “provide a 22% lift in
brand conversion, 30% lift in positive mentions and 32% lift in retweets”.
• 1 in 5 mobile minutes are spent on Instagram and Facebook.
• In-feed advertising ranked first in “Types of Ads on Which Internet Users
Worldwide are Willing to Click.”
• Snapchat: Snapchat reaches 6 billion daily video views.
• Pictures and videos rank as “highest branded
content to which US Internet Users are receptive”.
• Buzzfeed: Brands that advertise on Buzzfeed see
an average lift of 48.8% in brand affinity and 42% in
purchase intent from our custom social content
• 80% of online 18-34 year-old Americans listen to internet radio.
• Hulu: 30 second video spots on Hulu drive a 61% increase at building
top-of-mind awareness vs. linear TV and a 22% increase at building
purchase intent vs. linear TV. Hulu also only charges you when a user
watches the video completely through making it a more trackable and
useful use of money.
• Spotify: Spotify has 75 million active uers (20 million in subscribers)
and 55 million who hear the advertisements. Spotify provides the ability
to specifically target certain age groups.
• Pandora: Pandora has 70-80 million active users.
• 7 out of 10 adults have seen an out of home
advertisement in the past month, and out of those
18+ who have seen one: 70% of those people say
out of home is very or somewhat likely to influence a
purchase decision. 55% say they use mobile/social
media to share information while viewing the out of
• According to a survey of Millennial internet users
in the US, the second most effective way for
companies to attract business is through a free trial
of their product or service.
why we did stuff
Type of Medium Executions Final Amount
Snap Poll Interactive
Other Agency Fee $5,000,000.00
Grand Total:$ $49,113,395.00
We’ll admit that budgets are pretty stuffy. But,
they’re necessary. And out all the budgets in the
world, this one is pretty fun, because it’s the one
that explains how we allocated $50 million towards
making Snapple more fun than ever.
where we found stuff
• Increase earned social media presence by 35%
• Improve brand preference after the Snapple Super bowl give away by measuring the increase in sales directly after the event
• We will measure the accuracy of our advertisement placements by moving the traditional placements to locations the Snapple buyers are using based on
where the coupons are being redeemed
• Increase heartland spending from 9x to 10x a year with the increasing heartland only engaging advertisements
• Increase non-heartland spending from 1x to 3x a year with the launch of our new social campaign as well as with the introduction on relevant advertisements
• Use Nielsen and Kantar to measure the reach on our digital and traditional advertisement placements to ensure maximum exposure
• Use Google Analytics to monitor the website activity and placement of particular elements on the new page to improve user engagement
• Review comments and feedback on social channels to make sure we are targeting our market correctly
• Monitor Online channels such as online tv and radio to adjust to times and groups that respond the best to advertisments
how we’re evaluating stuff
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