Team351_Snapple_NSAC2016

TABLE OF
CONTENTS
About | Research | Creative | Media | Evaluation
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Table of Contents
Executive Summary
Campaign Goals
Brand Analysis
Research
Competitor Analysis
Target Audience
SWOT Analysis
Research Summary & Key Insights
The Big Idea
Print Ads
Commercial Spots
Media Strategy
Media Promotions
In-Store Promotions
Out-of-Home Promotions
Public Relations & Sponsorships
Media Buy Plan
Budget Summary
Evaluations & Impressions
Sources
1

2
EXECUTIVE
SUMMARY
With a million things vying for our attention at
any given time, finding the time to slow down and
appreciate the small things is harder than ever. We’re
constantly fretting over how our lives are perceived
via social media — or deciding whether we want the
non-fat, foam-free, light-whip, caramel machiatto latte
cappuccino over the iced, one-shot, sugar-free, skim
milk, chai tea latte. So finding someone who truly is
themselves and doesn’t take life too seriously is like
finding a rare gem.
Founded in 1972, Snapple has a long history of
bringing unexpected delights to people’s days —
whether it be from coming out with a crazy new
flavor, combining education and hydration with the
cap facts, or launching a witty new commercial ad.
These unexpected delights are what makes Snapple
“Snapply.” Uniquely characterized by wit, quirk, and
charm, Snapple has found its way into the hearts (and
stomachs) of many.
Although Snapple is on shelves nationwide, the brand
has a sweet spot for its birthplace, New York City. With
an especially strong presence in their Heartland, they’re
ready to increase their presence across the country.

CAMPAIGN GOALS
• Increase number of purchases in the “Heartland”
• Drive purchases throughout the U.S.A.
• Build brand awareness
• Engage consumers with shareable and interactive
experiences
3

Wendy
Snapple Half-n-Half
Alien Abduction
#tbt
From the enlightening moment of reading the “Real Facts,” to the instant refreshment from the great-tasting flavor combina-
tions (made from the Best Stuff on Earth), the Snapple experience can brighten your day with the pop of a cap — whether
you’re in the Big Apple or Small Town, USA.
With a long history of inventive flavors, quirky advertisements and great-tasting beverages, Snapple has built a strong and
passionate consumer base. Snapple’s delightful and fun brand-personality gives them a unique voice in a crowded market-
place, giving them the ability to capture the hearts of consumers.
Through its products and branding, Snapple seeks to make the world we live in more engaging and delightful.
BRAND ANALYSIS
4

RESEARCH
5
313
86
Focus
Groups
Surveys
Interviews
SPLIT IN HALF!
When asked whether or not they perceived Snapple
to be made with wholesome ingredients, only 50%
said “yes.”
56%of respondents prefer water
over any other beverage
because they don’t want to
drink their calories..
According to our respondents, these are the
three most important factors when purchasing
a beverage. Brand reputation was a close fourth.
Taste
Price
Availability
2
1
3
“What do you most
associate with Snapple?”
With a combination of surveys, interviews, and focus groups, we set out
to uncover the brand perception of Snapple. Our research objectives
included finding out what makes Snapple “Snapple” in the eyes of
consumers, why they do or don’t like Snapple, and how we can make
Snapple relevant to consumers.
5
FactCaps
FlavorVariety
Advertising
GlassBottles
HealthBenefits

“I never think of Snapple.”
“They used to be so cool... They totally lost
themselves.”
“Snapple used to have the strangest
advertising, but I still remember it.”
“Oh yeah, I don’t remember ever seeing any ads
for Snapple.”
“I usuallyjust grab it spur-of-the-moment at
a gas station or something.”
How concerned
are you with
Ingredients
when choosing
a beverage?
Mildly concerned
(37%)Mildly unconcerned
(8%)
Very concerned
(20%)
Concerned (23%)
Unconcerned
(8%)
Very unconcerned (4%)
Do you drink
Snapple?
Yes
(15%)
Sometimes
(45%)
No
(40%)
RESEARCH
6

Arizona
Since 1971, Arizona has been a dominate player in the
tea industry with its signature $.99 line of drinks.
Arizona has developed its brand into a household
name with 44 different flavors, including popular
drinks named after Arnold Palmer, Jack Nicklaus, and
Shaquille O’neal. Its various drinks appeal to several
different niche markets, and have been able to
capture a large and loyal following.
Lipton
Being one of the oldest competitors in the market,
Lipton has established a reputable brand that is sold
in more than 150 countries worldwide. It is known for
its packaged tea, but has a large line of products
such as Keurig cups and flavor mixes. Lipton’s bright
color and packaging make it a recognizable brand,
along with its large social media presence.
Brisk
Brisk features a large product line, clever marketing
campaigns, and popular social media pages. Its work
with theatrical releases and famous celebrities have
tied together a number of memorable campaigns that
make Brisk a major competitor in the market. Although
it is not known as a healthy tea drink, it still has popular
flavors that consumers know and love.
Gold Peak
The youngest of the competitors, Gold Peak has been
able to climb its way to a 9% share in the Tea Market.
Gold Peak’s brand positioning is aimed to provide the
comforts of home with your first sip of its ready-todrink
iced tea. It offers a line of ready-to-drink iced tea
flavors and has a coffee brand as well. Gold Peak is
offered in bottles and tea towers in convenient stores,
supermarkets, and restaurants.
7

TARGET
AUDIENCE
The ideal target audience are those who identify
with Snapple’s core brand personality traits —
inventive, playful, cultural and quirky.
Capturing the essence of Snapple’s past success
through its more fun and quirky advertising,
we want to hone in on the idea of appealing to
consumers who never quite lost the little kid in them
— always taking a little bit of fun and imagination
with them anywhere they go.
Over the past several years, there has been a
shift in consumers preferences towards “healthier”
brands. However, “healthy” doesn’t necessarily
mean “sugar-free” or “fat-free,” but rather “organic”
or “GMO-free.” While the large amount of sugar
in Snapple may not be a deterrent on its own,
many consumers don’t see Snapple as a healthy,
all-natural beverage, but rather as a sugary and
artificial treat..
As consumers begin to veer away from artificially
filled big-name brands, they are becoming receptive
to lesser-known, more authentic brands that “get
them” (bonus points if they provide a shareable
experience). Because of this, it’s important to focus
on providing authenticity and a unique experience
— two things Snapple can most definitely offer.
8

Strengths Weaknesses
Opportunities Threats
SWOT ANALYSIS
• Quirky (brand voice)
• Tradition (first bottled tea brand)
• Variety (tea and juices, multiple flavors)
• Inclusive branding
• Real, fun facts (unique experience)
• Mostly natural ingredients
• Glass bottles
• Primary focus on “Heartland” area
• High sugar content
• Lack of unique social media content
• No targeting of niche markets
• Image does not align with health-food
movement
• Increasing popularity of tea beverages
• Declining competitor sales
• Expansion into national market
• Competitors have strong niche markets
• Healthier preferences in consumers
• Competitor pricing and packaging is more
preferable to consumers
• Competitor’s distribution partnerships
(Coca-Cola and PepsiCo)
• Development of new competition
9

RESEARCH SUMMARY/
KEY INSIGHTS
Currently, Snapple positions itself as an all-natural beverage, trying to align with
the traditional health benefits of tea. However, “health-nut” or not, consumers don’t
perceive Snapple as a much better alternative to soda.
Even though this audience sees Snapple as a sugary and not-healthy drink, we
found that this is not necessarily a bad thing. Our audience still treats themselves to
sugary foods and drinks. So instead of positioning Snapple as an alternative to soda
or altering Snapple’s formula to make it less sugary, Snapple should be positioned as
a fun treat. Other sugar-filled products, like Coca-Cola, Monster, and even Snapple’s
competitors, have benefited from building their brands and developing relationships
with consumers through heavy promotions, sponsorships, and advertising.
10

THE BIG IDEA
As we sifted through our research and familiarized
ourselves with the Snapple brand, we sought to find the
“human truth” that could take Snapple to the next level.
From our research, we found that potential consumers
are often conflicted when purchasing Snapple, as they
know it’s filled with sugar, but also know that it is filled
with all-natural ingredients, a.k.a. the “Best Stuff on Earth.”
We also know that Snapple captured the hearts of
many in the 90’s and early 2000’s with its quirky
branding and exciting flavors. Snapple was a brand
that emphasized the small things, embracing your
quirks and never taking yourself too seriously.
Rather than trying to align Snapple with the
trending health-food movement, we think Snapple
will be most successful re-establishing itself as a pop
culture icon by re-emphasizing the quirky brand
personality that originally brought Snapple to life.
To re-emphasize these branding pillars, we want to
encourage consumers to “live a little.” Bringing back
Snapple’s awkward-yet-relatable humor, we want to
tell consumers to bring a little fun everywhere they go
— whether you’re the only one bustin’ it on the dance
floor, the go-to fun-spreader at the office, or the jovial
grandma that never quite lost the little kid in her. “Live
a Little” encourages consumers to slow down and enjoy
the small things, and to not take yourself too seriously.
Snapple wants you to just Live a Little.
11

PRINT ADS
Live a little.
Instead of showcasing the product, we want our creative campaign elements to capture the little joys of
everyday life, pay a tribute to Snapple’s history of fun and quirky ads, and celebrate those who never quite lost
the kid in them. To do this, we capture a variety of fun and memorable moments by showing people of all ages
having fun and not taking themselves too seriously. These ads will be placed in a variety of magazines that
target various segments of our target audience. 12

PRINT ADS
Live a little.Live a little.
13

14
COMMERCIAL
SPOTS
As a continuation to our print ads, our commercial
ads are short, sweet and aim to capture fun and
memorable moments that will create an emotional
connection with consumers. With a series of multiple
15-second video ads showing multiple “Live a little”
moments, these ads are fit to be placed on YouTube,
Instagram and on various television channels.
Scene opens with a bored,
quiet office of cubicles.
The man opens his desk drawer,
revealing where he stores his nerf gun.
A man leans back in his chair and
peeks over at his cute co-worker.
He crouches next to his co-workers’
cubicle and the nerf gun war begins.
The last seconds depict how the energy in the office
shifted from drab to playful. Fades into logo.

COMMERICAL SPOTS
15

Celebrate the holidays with Snapple!
Special edition bottles are part of our comprehensive
media plan.
MEDIA STRATEGY
To create a cohesive campaign, our media plan
continues to capture the essence of “Live a little” —
while also placing ads in high-traffic, impressionable
areas. From fun, exciting out-of-home media to
heavy digital promotion, we want Snapple to be
seen, and we want Snapple to be remembered.
One of our main goals is to engage consumers
by creating shareable and interactive experiences
through social media and out-of-home ads. To
do this, we developed a number of unique out-of-
home experiences and interactive social media
campaigns to build relationships and provide a fun
experience for consumers. In addition to these out-
of-home experiences and social media campaigns,
we also place Snapple at some of the most highly
attended events in the country.
Another campaign goal of ours is to build brand
awareness for Snapple. To do this, we believe
building Snapple’s presence in the digital media
space is the ideal way to deliver measurable
impressions and gauge interactions. A combination
of experimenting with up-and-coming media
and technology — with placing ads in well-known
and affordable, high-traffic places — gives our
media plan fresh and unique blend of advertising
placements.
16

Click the
picture to take
the quiz!
MEDIA PROMOTIONS
Netflix
Capitalizing on the use of strategic product placement, we want to
place Snapple in popular Netflix Original shows, “Fuller House” and
“Master of None.” We feel that these shows best resonate with our
core target audience.
Snapchat
With a 24-hour sponsored Snapchat filter, we will create a shareable
interaction with the Snapple brand and gain a large amount of
impressions on a high-traffic social media platform.
BuzzFeed
Broadening Snapple’s current BuzzFeed strategy
to target a national audience, creating a BuzzFeed
quiz “Which Snapple Flavor Are You?” Is a fun way
to showcase Snapple’s large variety of flavors and
create a connection with consumers.
Spotify
Continuing with the “Live a little” message, we want to create a custom,
Snapple-sponsored playlist featuring a fun, mood-boosting, and eclectic
mix of songs.
17

IN-STORE PROMOTIONS
Snapple Cap Hopscotch
To activate purchases and intrigue potential consumers,
we want to place a fun and playful in-store advertisement
in grocery distributors leading to the Snapple section of
the aisle.
Pick 6
The “pick 6” media promotion is a combination of a public relations promotion
and in-store promotion. Snapple will host a contest involving elementary
schools nationwide, inviting them to submit drawings of their “best day ever.”
Winning drawings will be placed on the side of a “make-your-own-6-pack”
packaging that will be placed in stores. The schools of the top 10 winners will
receive a $10,000 scholarship for their school art programs, emphasizing
Snapple’s value on creativity. This tactic also encourages the consumer to
purchase a variety of flavors.
Gas Pumps
In our research, we found that Snapple is often a spur-of-the-moment
purchase for many consumers. To hone in on this and drive in-store
purchases, we want to put Snapple at front-of-mind for consumers by
placing their logo on gas pumps.
Speedy Rewards (geo-fencing)
Experimenting with a newer technology, we want to create a
partnership with Speedway to create a Speedy Rewards promotion.
We will encourage consumers to purchase a Snapple with coupon
promotions via push message once they enter the premise of various
Speedway locations nationwide.
18

OUT-OF-HOME PROMOTIONS
Airports
Similar to our hopscotch
placement, we want to bring
out the sense of adventure and
playfulness in consumers in
an otherwise fast-paced, busy
and stressful setting. To do
this, we will place a variety of
playground equipment around
the airport to target adults.
Manhole covers
Specifically targeting the Heartland, we want to
cover manholes across the city with a variety
of fun facts on Snapple caps to keep Snapple
at top-of-mind for Heartland consumers.
Parachutes
Another tactic specific to the Heartland,
we want to bring a little bit of fun to one
of the most high-stress areas in the world:
Wall Street. By dropping “care packages”
via parachute along the Wall Street
district, we hope that a little bit of Snapple
will brighten Wall Street workers’ days.
19

Live a little
Project
PUBLIC RELATIONS &
SPONSORSHIPS
”Live a little more” project
To celebrate “Snapply” people around the country, we
want to host a social media contest for consumers to
share how “Snapply” they are. We will encourage social
media followers to share a goal they have that aligns with
Snapple’s values, and the winners will receive $10,000 to
help them reach these goals. The hashtag #LiveALittle
and a mention of @Snapple will enter participants into the
campaign, and the contest will be an opportunity to show
creativity, playfulness, and personality.
Earth Day
As a brand that values being made from the “Best Stuff
on Earth,” we want Snapple to take part in celebrating
“Earth Day.” We will encourage Snapple employees to
wear Earth Day t-shirts and participate in a clean-up
of Central Park. This will be a great opportunity to build
a positive brand image and share the experience via
social media.
Lollapalooza/Coachella/Ultra
We want to create an authentic brand experience by
placing Snapple at three of the largest music festivals
across the country. To gain exposure, we recommend
that Snapple act as a primary sponsor to each event by
sponsoring a stage and providing refreshments at each.
20

SOCIAL MEDIA
STRATEGY
To build Snapple’s brand, we recommend that an increase in Snapple’s social media presence by capitalizing
on static social media trends, crafting “shareable” posts (humorous and relatable), and actively responding to
social media conversations and mentions of Snapple.
21

MEDIA CALENDAR
22
January February March April
May June July August
September
October November December
The CAPaign:
Inauguration Jan 20, 2017
Launch The Live a
Little More Project
Netflix, Fuller House
Season 2
Pie Day, Social Media
Ultra Music Festival
Miami, Sponsorship
Release April Fool’s
Digital Short
Coachella Valley
Music and Arts
Festival Sponsorship
Star Wars Day (5/4)
Social Media
Snapple Manhole
Covers - NYC: Out of home
Spotify Branded Playlist
Ice Tea Day -
Social Media
Gay Pride Festivals:
CHI: June 18-19
ORL: June 3-5
SF: June 25-26
Fourth of July -
Digital Short
Snapple Care Package
NYC: Out of Home
Chicago’s
Lollapallooza Music
Festival Sponsorship
Football Kickoff -
Social Media
BuzzFeed Quiz
Start of Gas Station
Takeover:
Out of home and
Geo-Fencing
Special Limited Time
Promotion-
Halloween Flavors
and Packaging
Thanksgiving -
Social Media
Black Friday Deals
and Placement
Netflix - Master of
None Season 2
Holiday -
Social Media
Airport “Live a Little”
Campaign installation
Out of home

MEDIA BUY PLAN
Digital
Social
Print
Internet
Out of home
Events/sponsor
TV
JuneMayAprilMarchFeb.Jan. Dec.Nov.Oct.Sep.Aug.July
Light
spending
Heavy
spending
23

BUDGET SUMMARY
Digital & Social Media
Print Media
Contingency
Total Budget:
TV
Out-of-Home
Events & Sponsorships
Internet
14M
10.75M
$50M
2.5M
2M
7.25M
11.5M
2M
• Netflix
• Facebook
• Twitter
• Instagram
• Snapchat
• Buzzfeed
• Spotify
• YouTube
• US Weekly
• TV Guide
• GQ
• Complex
• Parachute Care Package (NYC)
• Manhole Snapple Cap Covers (NYC)
• Airport Out of Home: Big Slide, Giant
• Swingset, Teeter Totter, Snapple Stand
• Gas Station Takeover: Pump & station
wraps, geofencing,
• Busses & Subway wraps
• SEO/Analytics
• Lollapalooza
• Coachella
• Ultra
• The CAPaign
• Snapchat Geofilter
• Live A Little More Project
• Pick 6 Media Promotion
• Earth Day
• TBS, Comedy Central, CBS, NBC, FX
• The Big Bang Theory
• The Voice
• Modern Family
• Little Big Shots
24

EVALUATIONWe will evaluate our campaign through social media engagement, measuring the increase in sales throughout the
Heartland and non-Heartland, and monitoring shared experiences with the Snapple Brand.
Quantitative:
• Track Facebook, Twitter, Instagram, Snapchat, YouTube, and Spotify engagement through number of likes, followers,
and shares.
• Monitor website traffic, in-store activation methods, as well as the overall increase of sales throughout the nation.
• Determine ROI of commercial, print ads, digital and social media, as well as the out of home tactics through the
number of impressions and views.
Qualitative:
• Observe and interact with customer reviews and comments on all social media platforms.
• Media buzz around ads, playlists, and out of home efforts.
• Assess the quality of unique impressions of each of the out of home efforts.
Magazine Impressions ~
• US Weekly - Fall 2015 Circulation: 12,452,000
people
• TV Guide - 2015 Circulation: 1,731,188 people
• GQ - 2015 Circulation: 7,000,000 people
• Complex - 2015 Circulation: 60,000,000
people
Social Media Impressions ~
• Facebook - 3,465,753 likes ~ 25M
impressions
•Twitter - 94.7K followers ~ 10M impressions
• Instagram - 10.6K followers ~ 5M
impressions
• Snapchat - 150 million (for a one day large
event)
• Buzzfeed - 50K -- Buzzfeed’s Tasty has a
following on Facebook of 30 million people
*possible of sharing articles from BuzzFeed
to FB fan page*
• Spotify - 40 million number of users ~
20,000 impressions
Netflix - Product Placement
• Master of None - 3.9 million average
viewers
• Fuller House - 5.5 million viewers on the
premiere
Events and Sponsorships ~
• Lollapalooza - 300,000 people in 2015
• Coachella - 198,000 people in 2015
• Ultra - 170,000 people in 2016
Television ~
• TBS: 50M viewers a week
• Big Bang Theory - 24.43 million people
(including VOD and DVR)
• The Voice - 12 million live viewers
• Modern Family - 11.42 million viewers
• Little Big Shots - 14.8 million viewers
Out-of-Home Estimated
• Airport Ideas:
• Chicago O’Hare International Airport -
66,561,023 passengers
• John F. Kennedy International Airport -
• San Francisco International Airport -
• Miami International Airport -
• Cap covers on manholes: 150,000
• Gas Pump Nozzles: 30,000
• Bus Wraps: 100,000
• Subways: 100,000
• Parachute Idea: 150,000
ESTIMATED
IMPRESSIONS
25

SOURCES
"AAM: Total Circ for Consumer Magazines." AAM: Total Circ for Consumer Magazines. N.p., n.d. Web. 25 Jan. 2016.
Atkinson, Claire. "‘House of Cards’ Littered with Product Placements." New York Post. N.p., 02 Mar. 2015. Web. 25 Mar. 2016.
"‘The Big Bang Theory’ Sets Time-Shifting Ratings Record with Sheldon-Amy Romance." Variety. N.p., 05 Jan. 2016. Web. 25 Mar. 2016.
Brand, The Us. In the Know Now (n.d.): n. pag. Http://www.usmagazine.com/. 16 Dec. 15. Web.
Chafkin, Max, and Sarah Frier. "How Snapchat Built a Business By Confusing Olds." Bloomberg.com. Bloomberg, 3 Mar. 2016. Web. 3 Mar. 2016.
"Fewer Arrests This Year at Ultra." Miamiherald. N.p., 21 Mar. 2016. Web. 21 Mar. 2016.
"Gas Station Advertising in 150 Cities - Gas Pump Advertising Agency." Gas Station Advertising in 150 Cities - Gas Pump Advertising Agency. N.p.,
n.d. Web. 25 Mar. 2016.
"Gold Peak® from the Coke Product Line." Gold Peak® from the Coke Product Line. N.p., n.d. Web. 9 Mar. 2016.
"GQ – Media Kit Print | Condé Nast." Condé Nast. N.p., n.d. Web. 25 Jan. 2016.
Loechner, Jack. "Generational Social Media Behaviors." 06/30/2014. Web. 22 Mar. 2016.
Maglio, Tony. "Ratings: ‘Little Big Shots’ Is NBC’s Most-Watched Sunday Entertainment Show in 11 Years." The Wrap. N.p., 14 Mar. 2016. Web. 20 Mar.
2016.
"Netflix Ratings: NBC Executive Releases Viewership For 'Jessica Jones,' 'Master Of None' And More." Headlines Global News RSS. N.p., 14 Jan.
2016. Web. 16 Jan. 2016.
"Newswire ." Brands and the Big Stage: Concert Goers Favor Brands That Engage Them through Music. N.p., 20 Nov. 2013. Web. 25 Feb. 2016.
O'Connell, Michael. "TV Ratings: 'The Voice' Drives Monday, 'Supergirl' Continues Descent." The Hollywood Reporter. N.p., 10 Nov. 2015. Web. 3 Mar.
2016.
Otterson, Joe. "CBS Scores 15 Shows With More Than 10 Million Viewers." The Wrap. N.p., 18 Nov. 2015. Web. 20 Jan. 2016.
Schultz, E.J. "Big Food's Big Problem: Consumers Don't Trust Brands." Advertising Age. Web. 22 Mar. 2016.
Sebastion, Michael. "Big Brand Sponsorships: Lolla Says Yes, Pitchfork Says No." Crain's Chicago Business. N.p., 9 July 2013. Web. 6 Dec. 2015.
Smith, Gerry. "Why TV Networks Are Cutting Back on Commercials." Bloomberg.com. Bloomberg, 10 Nov. 2015. Web. 4 Feb. 2016.
2011. Berlin: De Gruyter, 2015. Web.
Waddell, Ray. "Lollapalooza Draws 300,000 to Chicago." Billboard. N.p., 5 Aug. 2015. Web. 20 Jan. 2016.
"Why BuzzFeed's Foodie Channel Tasty Is Blowing Up on Facebook." Fortune BuzzFeeds Foodie Channels Are Blowing Up on Facebook
Comments. N.p., 19 Jan. 2016. Web. 23 Jan. 2016.
26

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